Sky Mobile’s addressable TV ads will feature a unique QR code that drives TV viewers online to the brand’s website. Adding a QR code to a TV advert itself may not be new but combining shoppable functionality with Sky Media’s market-leading targeting and measurement analytics makes it a real game changer for brands.
The shoppable proposition is fully measurable using Sky’s household viewing data and unique measurement capabilities, and allows advertisers to directly attribute website visits, browsing and sales conversions to their TV spend. Shoppable campaigns, including Sky Mobile’s pilot, will be A/B tested with learnings applied to optimise campaign impact.
“TV is proven to both build brands and drive short-term response. Now, as the pace of mCommerce innovation quickens, we’re able to leverage dual screening behaviours to capture attention and supercharge immediate, measurable response. At Sky Media, we’re pleased to be leading the industry in this space as the only broadcaster that is able to link sales directly with our viewing data," said Director of Products and Advertising Innovation at Sky Media, Dan Cohen.
“In the UK, Sky customers spend more online than other UK households. In fact, Sky households are 30 per cent more likely to buy online after watching a TV advert compared to the average adult, which unlocks huge opportunities for advertisers. We’re really excited to see how this pilot campaign performs for Sky Mobile and are keen to work with other brands to trial our new shoppable proposition.”