"Retail media now sits inside Diageo's broader marketing mix, not downstream from it. That shift is most visible in how the advertiser works with retailers, particularly British supermarket chain Tesco. Once treated largely as a place to activate trade promotions after a campaign was already live, Tesco's retail media now plays a more expansive role. It has become a full-funnel media and data collaborator, shaping how campaigns are conceived as much as how they convert."
""Where retail media is concerned its starting to evolve from 'feature and display', which was very much around building visibility at the shelf, or sales activation," said Diageo's head of culture, entertainment, media and digital Mike Cheetham at a Tesco event in London last week (Jan. 23). "Now, it's more around how we appropriate a space relative to what we're doing in marketing and how we're priming consumers as they come into the store.""
Diageo now treats retail media as an integral element of its marketing mix rather than a downstream sales activation channel. Tesco's retail media functions as a full-funnel media and data collaborator that helps shape campaign conception and conversion. The partnership links Tesco shopper data with external media partners to support cross-platform campaigns, exemplified by Guinness's tie-ins with the Premier League and Sky broadcasts. Tesco data is used to identify households that over-index on football occasions, preferred product formats for at-home viewing, and to deliver pre-shop targeting, in-store activation and post-purchase messaging to reinforce consumption occasions. Diageo frames these efforts as data collaboration guiding marketing execution.
Read at Digiday
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