Sky IQ and dunnhumby partner to make TV advertising more relevant and accountable

Leading customer science company, dunnhumby, and viewing intelligence specialist, Sky IQ, have formed a partnership to help brands create more relevant and effective advertising campaigns.

The partnership, which has launched with pilots for some major UK brands, combines dunnhumby’s customer behaviour analysis and Sky IQ’s viewing panel to create segment-level insights into the link between TV advertising and purchasing decisions. The combination of insights provided by both parties creates the largest panel of viewing and shopping insight in the UK.

The partnership will focus on working with leading Fast-Moving Consumer Goods (FMCG) brands who invest significantly in TV, helping them better understand the effectiveness of their TV advertising investment and its impact on sales. The insights will enable them to more accurately define the programmes that optimise sales and deliver a greater return on investment (ROI), as well as improve future campaigns and reach new audiences.

For example, if a brand has more than one product in the same category, the combined insight from the Sky IQ dunnhumby partnership will enable them to understand more accurately the programmes that customers of each of these specific products tend to watch. FMCG brands will be able to determine the top performing programmes for their target audience segments, as well as the number of times an advert is viewed on average before prompting a response. Meanwhile consumers will benefit through receiving advertising that is more relevant to them, as over time brands refine their media-buying strategies.

Brands will also be able to use the insights generated by the partnership to enhance advertising campaigns delivered via new technologies such as Sky’s tailored advertising service Sky AdSmart.

Simon Hay, CEO, dunnhumby, said: “Our strategic priority is to engage consumers and earn their loyalty, with relevant and personalised communications that are meaningful and valuable. Making television advertising a better experience for consumers is an important part of this approach. For FMCG brands, understanding the effectiveness of their TV advertising is invaluable and this partnership will improve the experience for consumers and the results for marketers.”

Tony Mooney, managing director, Sky IQ, said: “With six of the top 10 UK TV advertisers coming from the FMCG market, this partnership presents a real opportunity to maximise investment in TV. By combining our insights, together we will be able to help major brands identify how to best use TV advertising to drive growth, whilst also creating a major opportunity for Sky IQ’s business. Brands will also be able to use the insights generated by the partnership to help power new ad-serving technologies such as our tailored advertising service Sky AdSmart, helping them reach their target audiences even more effectively.”