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Sky Paddy Power

Paddy Power teams up with Sky IQ for Paddy Power Bingo pilot

By Angela Haggerty, Reporter

December 11, 2013 | 2 min read

Paddy Power has teamed up with Sky’s customer intelligence service Sky IQ for a pilot that will help the brand more effectively plan media activity for its Paddy Power Bingo business.

Pilot: Paddy Power is working with Sky IQ

The pilot collated existing customer information and used it to match audiences on Sky IQ’s TV viewing panel of 500,000. The data collected then offered insight into optimum genre, daypart and programming information that would best-suit media campaigns for Paddy Power Bingo.

Tom Wyse, head of media at Paddy Power, said: “The results have been really eye- opening, and the potential revenue that could be gained through response to adverts is very exciting. The pilot helped us to understand programme audiences in greater detail than ever before and means we can optimise our media plan.”

Paddy Power is following a number of big brands in utilising big data to help formulate more specific, effective marketing plans.

Last year, Debenhams used Sky IQ to help it track customer journeys across different devices and channels more closely as part of a wider big data effort to plan a more personalised marketing strategy.

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