Homebase looks to optimise its TV advertising with three-year Sky IQ deal
In an effort to better understand the effect of its TV advertising, Homebase has entered into a three year partnership with Sky IQ, the BSkyB subsidiary which tracks multi-channel customer behaviour to provide brands with a fuller picture of consumers.
Homebase data – including purchase information via the Nectar programme – merged with Sky IQ anonymised viewing insight will be the basis for analysing campaign performance.
This will offer Homebase a clearer understanding of the reach of its TV campaigns as well as consumer purchase intent after seeing an advert.
The retailer will also be able to analyse the top performing programmes for its target audience segments, and how many times an audience views an advert before responding.
This information is being fed to Mindshare, Homebase’s media agency, who are optimising their media plan in response. Some changes have already been implemented following a pilot last year.
“Our new advertising campaign has been well received by customers, but it is vital to ensure the media budget behind it is effectively deployed. We want to reach those customers who are most responsive and likely to shop,” explained Jo Kenrick, marketing director, Homebase.
“Sky IQ enables us to do just that and we are very excited to combine what we know from Nectar data with new information that will help us be more relevant to home enhancers.”
Stuart Johnston, deputy managing director at Sky IQ said that the deal with Homebase was “a significant step forward for the industry as a whole.”
“Closing the loop between marketing and advertising spends and sales performance is the Holy Grail for retailers,” he said. “This partnership will allow Homebase and Mindshare to do this and more.”