FMCG brands drill into TV ad accountability following Sky IQ-Dunnhumby partnership
FMCG brands are among the first clients to sign up to investigate the accountability of TV advertising, working with Sky’s customer intelligence arm Sky IQ and Dunnhumby, which have united in a new partnership.
Their partnership combines Dunnhumby’s customer behaviour analysis and Sky IQ’s viewing panel to create “segment-level insights” to investigate the link between TV advertising and purchasing decisions.
The companies have claimed that the combined data insights form the “largest” panel of viewing and shopping insight in the UK.
FMCG brands, the names of which are yet to be revealed, will work with the companies to help boost their understanding of the effectiveness of their TV ad investment, while helping them more accurately define which programmes can help deliver a better return on investment, and inform future campaign targeting.
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.
Dunnhumby CEO Simon Hay said: “Our strategic priority is to engage consumers and earn their loyalty, with relevant and personalised communications that are meaningful and valuable. Making TV 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, added: “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.”
The partnerships follows in the wake of a major deal between Sky and Johnston Press, which has seen the pay-TV operator take a £5m stake in the business, and will include the rollout of its addressable TV ad product AdSmart to the publisher’s sales network.