Sky Media, the advertising sales arm of Sky, has partnered with TVSquared to launch an attribution tool that directly links TV exposure to online response, meaning within apps and websites. It can be used with linear, on-demand and addressable TV (AdSmart) campaigns, and sponsorships will be added in the coming months. The results will be accessible to advertisers via Sky Analytics, Sky Media’s self-serve reporting tool, allowing brands to plan and optimise campaigns in real-time.
Ad exposure is understood thanks to Sky Media’s viewing panel and this is linked to an advertiser’s online analytics, which can show increased traffic or sales, and indicate intent or consideration. The solution, powered by TVSquared, thus provides valuable insights about the customer journey. Advertisers can analyse the impact of advertising creative, when ads are shown (days and dayparts) and the type of content they are shown around (networks, programmes and genres).
Calum Smeaton, CEO and Founder at TVSquared, says: “TV can be measured and optimised with a focus on business outcomes – and Sky Media and TVSquared are enabling that for thousands of advertisers at scale today. This is an impactful and transformative change that is moving the TV ad market forward, not only in the UK, but worldwide.”