Supermarket media: the new 'new media'?

Kanaiya Parekh

Kanaiya Parekh, who heads up the development of Tesco Media Services, describes why supermarket media is a media channel to be taken seriously by today's advertising planners (and what Tesco is doing to assist them).

Supermarket Media: The New 'New Media'?

Kanaiya ParekhTesco Media Services

There has been growing interest in supermarket media due its ability to communicate with the consumer in the last ten feet to purchase.

It has even been hailed by some as the new 'new media'. I would argue that it is not new, but has simply become more effective, compared to traditional media. Furthermore, fragmentation of the media market and increasing consumer apathy to traditional advertising has fuelled its growth. Supermarket media's effectiveness lies in its numerous touchpoints with the consumer across their shopping journey, and the ability...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands