Sky, TVSquared team to enhance TV ad effectiveness | Ad Tech | News | Rapid TV News
By continuing to use this site you consent to the use of cookies on your device as described in our privacy policy unless you have disabled them. You can change your cookie settings at any time but parts of our site will not function correctly without them. [Close]
Aiming to help advertisers directly track linear, on-demand and addressable TV campaigns to online visits and performance, the advertising sales arm of broadcaster Sky, Sky Media, has entered a partnership with TV attribution firm TVSquared.

TVSquared 22Oct2019The fruits of the of the direct web attribution tool that will be available across linear, on-demand and addressable TV campaigns via Sky Media’s flagship AdSmart platform, with sponsorship being added in the coming months. Using TVSquared’s platform, Sky Media advertisers will be able to access attribution, reach, frequency and reach extension analytics for their TV campaigns.
Advertisers and brands with Sky Media can measure the exact impact a TV campaign has in generating interest and subsequent traffic to a brand’s website and apps, answering longstanding questions from marketers.

The companies say that brands will now have full assurance who has visited an app or website after seeing a TV advert, which will marks a “clear” improvement on existing methods that focus only on correlating increases in website traffic to TV spots. They add that 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’s self-serve reporting tool, allowing brands to plan and reactively adapt in real time.

“TV 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,” remarked Dev Sangani, director of strategy and capability, Sky Media. “Being able to directly measure the impact TV has on driving web traffic and the resulting sales will be an immensely powerful tool. It’s 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’s impact on advertising performance has been wildly underestimated.”

“Sky Media has always been at the forefront of providing advanced technology offerings to its advertisers, and this partnership continues that path of innovation,” added Calum Smeaton, CEO and founder of TVSquared. “TV can be measured and optimised with a focus on business outcomes – 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.”