Sky adds £3.7 million at no extra cost

The challenge: Building on success

Sky was already one of the biggest advertisers on the internet. Reaching 98% of the online population every month, they had done everything possible to hone, optimise and improve their media effectiveness. To get a significant improvement required a radical, creative approach.

The strategy: Target users based on their interests

In this media context, Sky had one crucial competitive advantage - the huge volume of people going through their websites every day. Each viewer leaves a trail of data about their interests and motivations. We decided to use this information to tailor our advertising to these viewers' interests creating a uniquely powerful way of communicating with them. So we implemented behavioural targeting technology on the Sky site. We then used it to serve tailored advertising to Sky viewers who were later exposed to messages on other media sites like Yahoo!, and MSN.

The results: An uplift in sales at NO extra media cost

This was the first time anywhere an advertiser had used this technology to control their own advertising and it enabled us to deliver targeted, segmented advertising whilst only buying untargeted, cheap media.. The increase in sales (measured against a control group) represented an annualised return for Sky of £3.7m, for no extra media cost.

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