Tesco have officially launched ‘Clubcard TV’, an ad-funded online video service that will make hundreds movies and TV programmes available to its loyalty card holders. The service – developed by the team behind the Tesco-owned Blinkbox - will be aimed mostly at families and children. Video advertisers on Clubcard TV will be able to deliver targeted campaigns that makes use of Tesco’s rich pool of Clubcard data on users’ shopping habits.
Last year, Mediacom signed a deal for exclusive access to Blinkbox’s inventory, but a spokesperson for Tesco/Blinkbox confirmed to VAN that this arrangement does not extend to Clubcard TV. The inventory will be managed by an in-house trading team who will sell directly to agencies and FMCG clients, and there are no plans to make inventory available on ad networks or exchanges. The first batch of advertisers signed up for the launch of the service include Kellogg’s, J&J, Colgate and Danone.
Michael Comish, CEO of Tesco Digital Entertainment, said “The reason we can offer great programming for free is because customers will see relevant advertising before and during the movie or TV show they are watching. We’ll use Clubcard data to tell us what might be relevant for our customers and therefore help us deliver a more personalised service.”
As with any ad-funded service, the content is a mixed bag, but there are some impressive flagship titles such as Brad Pitt’s ‘The Assassination of Jesse James by the Coward Robert Ford’ (Warner Bros.), Ocean’s Eleven, The Shawshank Redemption (Daro Media), as well as high profile TV shows such as The Only Way is Essex (All3media), Doc Martin and The Real Hustle (DRG). For children, Tesco have included The Wind in the Willows movie (DCD Rights) starring Matt Lucas and The Care Bears and Strawberry Shortcake TV series from distributor American Greetings.
Tesco say there are plans to extend the service to a range of devices including games consoles, tablets, Smart TVs, Blu-ray players and set top boxes.