Sky targets commuters with contextual ads in programmatic Sky Q campaign

Sky has launched a nationwide digital out of home (DOOH) advertising campaign to support the launch of its new wireless home entertainment service Sky Q.

The campaign will target commuters along popular routes with contextual messages that will be programmatically delivered.

Using location and audience mapping data the ad campaign mirrors Sky Q’s message of ‘Take it With You’ and will contextualise the creative according to the location, time of day and the route people are traveling.

Dan Dawson, chief creative technology officer at Grand Visual said: “Programmatic creative allows brands to harness the ‘Context Effect’ - data and creativity coming together to communicate in a more resonant and effective way. For the Sky Q campaign, real-time audience information and data insight are used to deliver highly relevant and contextual messages at scale.”

Michael Cobb, group account director at Rapport said: “This campaign maximises the efficiency of digital OOH by using creative automation to convey Sky Q’s fluid viewing offering and providing consumers with specific reasons to believe in the product.”

The DOOH campaign was planned and booked by Rapport and MediaCom while the creative was handled by Brothers & Sisters. It launched yesterday (29 February) and will be delivered across JCDecaux, Ocean, Primesight, Clear Channel, Signature and Exterion networks.

Tony Connelly

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