Tesco's In-House Research Unit Partners With Facebook To Study Impact Of Ads On Supermarkets' In-Store Sales

Tesco’s research firm Dunnhumby signed a partnership deal with Facebook to study how advertisements run on the social media website affect in-store sales at the supermarket. As part of the partnership, Dunnhumby’s database of around 17 million shoppers in the UK will be combined with Facebook’s roster of 37 million monthly active users in the country via Acxiom. Also, the study method will involve serving a group of Facebook users with an advertisement, compared with a group of users who will not see the ad. According to the partners, the study will help brands determine how different types of audiences respond to certain ads, how different types of creative or ad products perform, and what is the ideal frequency of showing ads to certain audiences.