Volume #003: How Real-Time Data Transforms TV Outcome Measurement

TV advertising is not just surviving; it's thriving

Sky has a been pioneer in TV measurement for many years, with our recently enhanced 4 million viewing panel and extensive data integrations, TV advertising now rivals digital for measurable impact, offering advertisers the granularity of web analytics with the broad reach of traditional TV. This blend of old and new has led to significant wins for brands across the spectrum, from retail to automotive, showcasing TV's unmatched ability to drive real-world results. In this digital age, TV advertising is not just surviving; it's thriving, powered by data and precision.

In an era where financial constraints are ever-present, one might assume that advertisers are gravitating towards platforms that promise high visibility at minimal costs, preferring broad, undiscriminating reach over precision. However, that is not the case. ?In reality, advertisers are increasingly valuing sophisticated, data-driven targeting strategies that offer reliable performance metrics and measurable outcomes. Remarkably, the prevalence of highly targeted, data-driven TV advertising campaigns has surged by 94% in January 2024 compared to the same period in the previous year.

The Rise of Digital Native Advertisers

Digital-first brands, like of Remitly, Equifax, Marks Electrical, Allica Bank, Darlington College, The Hearing Care Centre (to name but a few), traditionally reliant on online advertising, are now recognizing that data-driven, precisely targeted TV advertising campaigns can deliver cost-effective results on a larger scale. Even amidst economic challenges, the number of digital-native brands making their debut on TV has increased by 10% in January 2024 compared to the same period last year.

TV Meets Digital: A New Era of Outcome Measurement

Peter Drucker, often hailed as the father of modern business management, famously stated, “you can’t manage what you can’t measure.” This principle is particularly relevant in the context of TV advertising. The industry's enhanced ability to directly measure the immediate impact of TV campaigns on key performance indicators, such as website visits and sales, is equipping advertisers with the necessary tools to fine-tune their strategies effectively. Outcomes measurement for traditional TV now has all the functionality of digital, levelling the playing field, rendering performance Advertising platform agnostic. The demand for such precise measurement has risen by 45% over the past year, underscoring the growing emphasis on accountability and performance in advertising.

Unrivalled Precision: Sky's 4m Panel and Real-Time Data Transforms TV Outcome Measurement

Historically, quantifying the impact of TV advertising has presented challenges. Marketing Mix Modelling, while still profoundly valuable in our digital era, often fails to offer the granular, campaign-level insights necessary for optimizing daily performance. However, Sky's recent enhancement of its 4 million-viewing panel, integrated with a real-time IP database of connected Sky subscribers, has revolutionized TV measurement. This advancement equips Sky with unrivalled capabilities in TV ad measurement, elevating it to the precision level akin to digital measurement metrics.

This significant leap forward ensures that the impact of TV advertising on outcomes is no longer shrouded in broad estimates but is now measurable with the same accuracy and agility as digital campaigns. Advertisers can now fine-tune their TV campaigns with real-time data, aligning closely with the dynamic shifts in consumer behaviour and market trends.

Advertisers who leverage the extensive data capabilities available to them are witnessing substantial benefits. Here are some highlights from January 2024:

• A major retail brand achieved an increase of 28,000 incremental web visitors through addressable BVOD campaigns.
• A leading automotive brand saw 132,000 quotes with a 1.7% conversion rate from a combination of linear and addressable advertising.
• A not-for-profit brand, new to TV, experienced a 77% lift in web traffic and a 7% increase in sales.
• A fitness brand enjoyed a 76% uplift in web traffic, and another leading automotive brand reported a 35% increase in web traffic.

These successes underscore the effectiveness of data-driven targeting strategies when executed on a platform that is both trusted and engaging. Far from being extraordinary, these results are tangible proof that targeted TV advertising is a powerful tool for achieving measurable and impactful outcomes.

Wayne Butler - Head of Media Effectiveness @ Sky Media UK