This is how Quantcast managed to wean Sky Mobile off of cookies
The campaign won in the Tech category at The Drum Awards for Marketing EMEA 2023.
Sky Mobile goes cookie free / Sky Mobile
As marketers get prepared for a cookieless future, Sky Mobile teamed up with Quantcast’s AI platform to help it kick its dependency.
With the transition to a cookieless future edging closer and closer, Sky Mobile wanted to be prepared and find the audience gaps before it was too late. Sky Mobile also recognized that by focusing solely on cookie inventory, it was potentially losing out on valuable customers.
Sky used the Quantcast Platform to help it increase sales of its latest models and handsets using an entirely cookieless strategy. The Quantcast Platform uses AI to give marketers at Sky the option to activate, find and measure audiences without third-party cookies.
In February 2022, Sky and MediaCom partnered with Quantcast for its first cookieless campaign. Through the Quantcast Platform, the Sky trading team was able to activate cookieless inventory, reaching previously inaccessible consumers. Using Quantcast’s Cookieless Breakdown report to compare performance with and without third-party cookies, it was able to validate that cookieless prospecting drove incremental phone sales.
A key feature of the Quantcast Platform is cookieless conversion reporting, which gives advertisers the ability to measure and justify investments in cookieless environments and gives publishers the ability to quantify the large and growing portion of customers whose browsing is not supported by third-party cookies today.
Through the campaign, Sky found advertising in cookieless environments drove a 120% increase in traffic to the website and also delivered 3.4-times incremental mobile conversion. A lower cost per visit of 59% less was an added benefit due to the less competitive nature of cookieless inventory on the open exchanges.
As a result, Sky has now implemented cookieless strategies across all its products and has made it standard practice across all direct response campaigns.