Tesco is close to completing trials of the screens, which are installed in six supermarkets. They feature information about Tesco special offers and services, as well as third-party advertising.
They are being tested in key 'browsing' areas of the stores, such as clothing and CDs, as well as at checkouts and entrances. If the trials are a success, the screens will be used in 300 stores over the next few years.
Tesco is evaluating the project and will make a decision in the next few weeks. Industry observers expect it to be given the green light.
With reports that £1 of every £8 spent on the high street is spent at Tesco, and advertisers keen to catch consumers at the point of purchase, the contract to sell third-party ads on the screens could be worth millions of pounds.
Media industry sources believe that JCDecaux - which sells advertising for Tesco's six-sheet poster sites located outside 200 of its stores - is in pole position to pick up the contract.
The Media Vehicle, which sells ads on Tesco trolleys, baskets and in-store floor posters, is also in the frame.
A Tesco spokesman said that the retailer had a good relationship with JCDecaux, but that no decision had been made. JCDecaux declined to comment.
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