Volume #001: Driving Richer Insights and Smarter Targeting for better results

Welcome to the first edition of our Demystifying Data newsletter where we'll be sharing hot topics, thoughts, discussions, insights and ideas on harnessing data for effective marketing. As we expand our depth of viewing understanding through an upgraded 4m household panel, it means we can do more than ever, but we're committed to keeping it simple and jargon(ish) free.

Kicking off the newsletter with a new partnership -  an exciting data opportunity for advertisers from Regit. Regit is a leading digital garage that helps motorists buy, sell, and maintain their vehicles online. Regit holds vast amounts of data relating to its users’ vehicles, including the likes of make and model, age, fuel type and length of ownership, as well as information related to after sales such as service, tax, MOT and insurance expiry.

This first-party data can now be matched to millions of households, allowing more relevant targeting to potential customers. This could be for new and used cars or aftersales essentials like finance, insurance, accessories, or anything related to car ownership. Regit has millions of data points and this can be combined with other Sky and third-party datapoints like location, lifestyle or affluence.

A few use case examples worth thinking about...

• A car brand looking for potential electric/hybrid or cleaner petrol/diesel customers, could specifically target drivers of non-compliant cars in or close to London’s ULEZ zone (or any other Clean Air Zones across the UK)

• An insurer could target only those customers (or a different more direct message) to those within three months of their insurance renewal.

• Households are nearly 3x more likely to be in market for a new car when they move house – an opportunity to harness Sky’s ‘home mover’ data (as we know when people move house)

• A garage could target owners of specific vehicle types within a set radius of their service centres (maybe close to MOT date)

• A public transport or sustainable message campaign could be sent to households with a car over a certain age or fuel type. Or within a set drive-time from a city centre (e.g. take the bus)

• Different ad creatives could be adapted for households with a van rather than a car – either for purchase, insurance, or maintenance

• Specific regions/ driver types for a drink/drive Christmas campaign.

Data targeting isn’t just for motor related campaigns – other data targeting is available including Dunhumby, Nectar, Mastercard, Captify, Game, Experian, CACI and many more. And of course we can match your own data with ours to send different messages to different audiences in their favourite content.

Any thoughts, questions, comments please let us know – we like to start conversations. If you’d like us to focus on a specific topic or contribute an article that is also very welcome. Let us know at skymedia@sky.uk

Until next time.