Media creative and management of advertisement are changing. Environmental awareness is now a permanent fixture in the media plans of major bands and retailers. Recently, Tesco, the giant retailer in England, made just such a decision. In place of so-called print or paper ads, 100 digital screens have been installed in a fully digital campaign. It is believed that the cost of unnecessary advertisement will be reduced. Through these digital screens, Tesco will be able to deliver its messages to around 7 million shoppers every two weeks, they believe. Note that these 100 out of home digital screens will show the promotion of various brands and their products.
According to Tesco’s media representative, despite the rise of online shopping in recent days, people still prefer to shop in-store. They feel that digital screens will give very effective results in this regard.
That being said, Tesco has introduced the UK’s largest digital ad network to date.