{"id":902,"date":"2020-07-24T11:13:48","date_gmt":"2020-07-24T10:13:48","guid":{"rendered":"https:\/\/www.westcoastcapital.co.uk\/?p=902"},"modified":"2020-07-24T11:14:11","modified_gmt":"2020-07-24T10:14:11","slug":"sky-partners-with-tvsquared-to-show-true-picture-of-tv-effectiveness","status":"publish","type":"post","link":"https:\/\/www.westcoastcapital.co.uk\/sky-partners-with-tvsquared-to-show-true-picture-of-tv-effectiveness\/","title":{"rendered":"Sky Partners with TVSquared to Show True Picture of TV Effectiveness"},"content":{"rendered":"\n

Innovative Tech Helps Advertisers Directly Track Linear, On-Demand and Addressable TV Campaigns to Online Visits and Performance<\/strong><\/em><\/p>\n\n\n\n

Sky Media<\/a>, the advertising sales arm of Sky, has announced its partnership with TVSquared<\/a>, a global leader in TV attribution, to launch a market-leading direct web attribution tool across linear, on-demand and addressable TV advertising campaigns. <\/p>\n\n\n\n

Bringing together TV viewing and web tracking data, Sky Media provides its advertisers and brands with an unprecedented picture of how TV drives interest, consideration, and sales performance. Advertisers and brands with Sky Media can measure the exact impact a TV campaign has in generating interest and subsequent traffic to a brand\u2019s website and apps, answering longstanding questions from marketers.<\/p>\n\n\n\n

Sky Media\u2019s unrivalled viewing panel will link to an advertiser\u2019s online analytics to track with complete certainty where audiences have come from. Brands will have full assurance who has visited an app or website after seeing a TV advert, which marks a clear improvement on existing methods that focus only on correlating increases in website traffic to TV spots. This enables brands to measure mid-funnel consideration and intent goals, link TV exposure to online response and directly understand the customer journey. All of this will be available to view via Sky Analytics, Sky Media\u2019s self-serve reporting tool, allowing brands to plan and reactively adapt in real time.<\/p>\n\n\n\n

\u201cTV continues to remain the most trusted and impactful way for brands to engage current and future customers, illustrated by the growing number of digital native brands turning to TV. Being able to directly measure the impact TV has on driving web traffic and the resulting sales will be an immensely powerful tool. It\u2019s really exciting to see the results for these campaigns come through. Our emerging insights show that there is a 50-100% increase in web visits attributed to TV versus traditional models. Clearly that means TV\u2019s impact on advertising performance has been wildly underestimated,\u201d said Dev Sangani, Director of Strategy and Capability, Sky Media.<\/strong> <\/p>\n\n\n\n

Powered by TVSquared, Direct Web Attribution will be available across linear, on-demand, and addressable TV campaigns via AdSmart, with sponsorship being added in the coming months. Using TVSquared\u2019s platform, Sky Media advertisers can easily access attribution, reach, frequency and reach extension analytics for their TV campaigns.<\/p>\n\n\n\n

\u201cSky Media has always been at the forefront of providing advanced technology offerings to its advertisers, and this partnership continues that path of innovation,\u201d said Calum Smeaton, CEO and Founder, TVSquared<\/strong>. \u201cTV can be measured and optimised with a focus on business outcomes \u2013 and Sky Media and TVSquared are enabling that for thousands of advertisers at scale today. This is an impactful and transformative change that is moving the TV ad market forward, not only in the UK, but worldwide.\u201d<\/p>\n\n\n\n

With access to this new capability, advertisers with Sky Media can:<\/p>\n\n\n\n