Omnicom and Tesco Media are partnering to bring real-time, data-driven creative capabilities to in-store retail media, marking a significant step forward in how brands engage shoppers at the point of purchase.
The collaboration will enable advertisers to dynamically update creative displayed across Tesco’s in-store digital screens using live data signals, allowing campaigns to respond instantly to changing conditions such as weather, time of day, product availability, local demand, promotional activity and shopper behavior.
The initiative is designed to help brands deliver more relevant and contextual messaging, increasing the effectiveness of retail media while improving the shopping experience. Rather than relying on static creative assets, marketers will be able to serve tailored content that reflects real-time circumstances, ensuring promotions remain timely and impactful.
For example, beverage brands could promote cold drinks during periods of high temperatures, while grocery suppliers could automatically shift messaging to highlight products with strong inventory levels or feature meal solutions aligned with seasonal events. Campaigns can also be adjusted throughout the day to target breakfast, lunch or evening shopping occasions.
The partnership combines Omnicom’s expertise in media planning, data analytics and creative optimization with Tesco Media’s extensive in-store digital network and first-party retail insights. Together, the companies aim to provide advertisers with a more agile platform that bridges digital marketing capabilities with physical retail environments.
Retail media has become one of the fastest-growing segments of advertising, as brands seek measurable ways to influence purchasing decisions closer to the point of sale. By leveraging real-time data, retailers can offer advertisers greater flexibility while maximizing the value of their in-store media assets.
Industry analysts believe the move reflects a broader trend toward automation and personalization in physical retail. As retailers continue investing in digital infrastructure, dynamic creative optimization is expected to become an increasingly important tool for delivering relevant experiences that drive shopper engagement and sales.
For brands, the ability to react instantly to changing market conditions represents a significant advantage. Campaigns no longer need to be planned weeks in advance with fixed messaging. Instead, marketers can optimize creative continuously, improving campaign performance and making in-store advertising as responsive and measurable as digital channels.
The Omnicom and Tesco Media partnership highlights how retail media is evolving beyond digital screens to become an intelligent, data-powered advertising ecosystem, where creative is informed by live insights and tailored to the needs of shoppers in real time.