Omnicom Media Group announces first-mover retail media partnership with dunnhumby
Agreement enables OMG to leverage insights from over 20 million Tesco Clubcard members to deliver better outcomes at scale for clients’ retail media investments.
Omnicom Media Group (OMG), the media services division of Omnicom Group Inc (NYSE: OMC) and leading global customer data science company dunnhumby today announced a first-mover partnership that will enable OMG agency teams to leverage advanced capability on the Tesco Media & Insight Platform to deliver better outcomes for Omnicom clients’ retail media investments.
The Tesco Media and Insight Platform aggregates insights from over 20 million Clubcard members for the UK’s largest retailer and is accessed and powered by dunnhumby Sphere (dunnhumby’s data driven self-service platform).
Under the terms of the agreement, OMG teams will now be able to plan, activate and measure retail media campaigns with Tesco directly on the platform and uniquely utilise more granular insights from the 20 million plus Clubcard members. This will enable more efficient spend decisioning, activation and optimization for campaigns across Tesco.com and in-store, as well as across a wide range of offsite media publishers, including ITVX and Meta.
This access to unique data and insights will help accelerate and advance Omnicom clients’ connected commerce ambitions across POS, On-site and Offsite, while also providing first-to-market access to the latest product innovations within retail & digital advertising; and ensuring more investment accountability through closed loop measurement. The partnership further enhances OMG clients’ ability to integrate retail consumer behaviours and insights into video and social advertising plans.
With retail media rapidly expanding and expected to grow by over 20% annually until 2027, the partnership provides OMG clients with a market leading proposition that delivers both scale and measurement accountability in this increasingly important investment channel.
Overall benefits to clients include:
- Enhanced insights: Access to Tesco Media and Insight Platform through Sphere will provide clients with a deeper understanding of Tesco shoppers, enabling them to create more effective campaigns.
- Improved targeting: OMG’s media planning and buying expertise will help clients reach their target audiences with greater precision.
- Increased ROI: The partnership will help clients deliver more effective campaigns that drive real business results.
- Robust Evaluation: Supporting OMG initiatives to establish industry best practices against measurement, such as the Council for Accountability and Standards in Advertising (CASA) which advocates quality, safety and transparency in media investment and measurement.
Dan Clays, CEO, OMG UK: “ This collaboration is the latest in a series of first-mover partnerships that OMG has forged with leading retail media networks over the past year including Walmart Connect, Instacart, Uber Advertising and Criteo , and it marks a significant step in reinforcing and expanding OMG’s position as the global leader in connected commerce.”
Prateek Gupta, Managing Director of connected commerce consultancy OMG Transact, which will assure access to the Tesco platform across all Omnicom agencies: “This partnership is a substantial step for OMG UK, and our media agencies, in making Retail Media more impactful for our clients. Combining our media planning expertise and highly qualified Tesco Clubcard data & audience insights through the dunnhumby Sphere platform will enable us to deliver industry-leading, full-funnel connected commerce campaigns with greater precision.”
Lee Roberts, Media Sales Director, Tesco Media & Insights Platform: ”We’re pleased to be joining forces with OMG UK on this important strategic partnership, combining their specialist planning and buying expertise with Tesco Media & Insight Platform’s unrivalled scale and leading data science capability. The partnership will provide OMG UK with unique insight and access to data from more than 20 million Tesco Clubcard holders, both sharpening media planning practices and ensuring more investment accountability through closed loop measurement.”