Communications Cluster

Within this section you will find hot topics from the world of marketing and communications with our views on the market landscape and some solutions to inspire.

You can either browse through each themed slide show below or you can download the deck to look at later. If you’d like to dive deeper, don’t hesitate to get in contact here.

Get Personal 2.0

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The advent of personalisation brought so much
promise - the power to deliver the right
message, to the right person, at the right time
was the holy grail of marketing.

But smarter, more relevant marketing put
people's privacy at risk. Intrusiveness and
technology were introduced to enable
people to block unwanted advertising,
and take control of their data footprint.

But, we know relevant advertising can
work for people and brands. So what does
'personal' mean now, and how can Sky Media
help you get the balance between
personalisation and privacy?

The advent of personalisation brought so much
promise - the power to deliver the right
message, to the right person, at the right time
was the holy grail of marketing.

But smarter, more relevant marketing put
people's privacy at risk. Intrusiveness and
technology were introduced to enable people to
block unwanted advertising, and take control of
their data footprint.

But, we know relevant advertising can
work for people and brands. So what does
'personal' mean now, and how can Sky Media
help you get the balance between
personalisation and privacy?

Get Personal

Personalisation was
promised to be the holy
grail of marketing

Making messages more
relevant worked, but some
took it way too far

Regulation encouraged
brands and people to
actively consider how
their data is used

But if people are overwhelmed by
choice, can personalisation and
privacy co-exist?

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How can Sky Media

help you get

Personal

without being

instrusive?

Addressability isn't personalisation

AdSmart targets
households not individuals

We never build
audience groups of less
than 3,000

And we know our audience
respond well to addressable
advertising with 10% higher
ad recall and 7% increase in
purchase intent

Use Sky data
in a human and non direct way

Use new mum data
to share money
saving content and
not just nappies

Home mover data to
give a first night
takeaway

Use viewing data to
celebrate with
passionate fans rather
than sell

Target communities of interest
and not individuals

By the content
that they love

The mood they
are in

The weather
outside

The moments that
we all share

The local area
that they live

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The Data Mine

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Whichever part of our industry you work in,
you will almost certainly have come
across a story about how “data” is
changing the face of our world. It makes
our lives better and easier when it’s used
well and has huge potential to make
evidence of what people are watching,
clicking on and buying.

But many of us feel we could be getting
more value from the data we have. If only
it was easier.

How can Sky Media help you mine your
data, without it becoming a mine-field?

The Data Mine

Our data is everywhere: from what
we buy, what we say, where we go
and how we browse

Data powers the products that
make life quicker, better
and easier

Agencies and brands are using data
to leverage their marketing

But regulation, fraud, accuracy, and
competing data sets are a challenge

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How can Sky Media

help you to

mine

your data

without

it becoming

a mine-field

Build insights from
your audiences viewing habits

Match your customer data
set with our nat. rep. panel
of 500,000 viewers

Profile your
audiences viewing
behaviour

Find the highlights to inform
creative, passion point areas
and fuel relevant ideas

Make your TV plan work harder

Enrich your data set
with other 3rd party
data partners

Optimise your TV
schedule to the best
performing content,
channels and dayparts

Target your TV plan to the
most relevant audiences,
from broad to narrow

Test, learn and refine

Who was exposed to
the campaign and who
responded?

Which products,
creative vehicles or
messages worked the
hardest for brand or
performance metrics?

Which programmes
dayparts, days or
months drove the
greatest effect?

Data driven TV works

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Supercharged Streaming

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SVOD has changed the TV landscape, but
will the launch of new platforms and 5G
take it to the next level? The battle is on
to have the best content, and be one of
the two services people choose to pay for,
while market fragmentation is at risk of
driving more frustration for consumers,
less profitability for platforms and less
advertising opportunities for brands.

So will they opt to consolidate or
commercialise their offer? From platform-
neutral solutions to content integrations,
here are some Sky Media solutions to get
ahead of this trend.

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Supercharged
Streaming

SVOD goes from
strength to strength

The battle for the
best content is on

Multiple subscriptions
aren't desirable
for people or platforms

Consolidation &
commercialisation
will enable growth

What can you do

with Sky Media

to get

ahead

of streaming?

Capture migrating viewers in BVOD and AVOD

Target Sky homes
where SVOD is lower

Understand the
crossover between
SVOD and BVOD

Plan and measure
platforms as one
campaign

Partner with NOW TV

As streaming gets faster, get mobile

Extend reach and advertise
in premium Sky Sports,
entertainment and
News content on
YouTube

Be a platform
partner for Sky Go

Create more
engaging experiences
with augmented and
virtual reality

Sync up your social
activity with TV spots

Integrate your brand in to the content

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Marketing In A Pandemic

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As the pandemic becomes a worldwide issue,
our health, society and the economy become
our focus.

When we emerge from this, some companies
won't exist, consumer confidence will need
re-building and recession behaviours could be a
feature in certain parts of society.

But, brands can still play a part in people’s lives,
they are being increasingly relied upon to help
support people’s well being.

How can Sky Media help brands maintain
their presence and respond quickly
when safe to do so?

How a phased marketing plan might look

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There are lots more reasons why brands don’t
want to advertise – supply chains have been
decimated or businesses can’t cope with
over-demand; advertising is linked to big events that
have been cancelled or postponed; the tone of
voice or visual references in the ad are
unsympathetic to what the nation is
going through.

Brands who can advertise, should advertise.
Whether to keep a shade of normality in our
living rooms; to share how they are providing
financial or practical support to the crisis;
or to provide emotional support or levity
for their customers at such a depressing,
and unsettling time.

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INCOME & UNEMPLOYMENT

7 in 10 say their household income has
already been affected or will be
affected by the pandemic.

CHANGING BRAND EXPECTATION

77% of people believe that brands
should talk about how they could be
helpful in the new everyday life

VIRTUAL CONNECTIVITY

Facebook group calls have
increased 1000% since the start
of the pandemic

WATCHING MORE TV GENERALLY

Sky Media share of commercial
impacts now 35.5%

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How brands are responding

BEING SUPPORTIVE
by offering rooms/cabins
as additional
hospital space

BEING USEFUL
Creating products
that support the
global effort

BEING ENTERTAINING
while supporting
government advice

BEING ADAPTABLE
Making new creative
that's appropriate to our
current situation

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Where we think we can help

Where we think
we can help

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State Of Emergency thought starters

Boost positivity with
feel good content

Be agile and respond to
changing consumer needs and
plan around the changes in
viewing behaviour

Utilise new ways of
connecting and bring
people together

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We know that the lockdown will end eventually
but what will happen when we are let out?

When the gyms, shops and pubs are open again,
and when sport, festivals and concerts are back on?
There are many unknowns but we can look to
China for some initial insight.

When we do start to see the horizon coming,
people will start to make plans, and brands
should start making plans too.
How can your brand be relevant to people,
as life somewhat returns to normality?
How will you celebrate with people, or support them
as they find their way again?

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The impact on certain sectors
was profound during the pandemic

* Source: KANTAR - China impact

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But after the pandemic,
there is huge potential for rebound

* Source: KANTAR - China impact

Everyone is looking forward to
'returning' to the new normal

* Source: KANTAR - China impact

Where we think we can help

Where we think
we can help

Recovery Phase

Use data to identify
lapsed audiences with
pent up spends

Build fast reach
against out content
and platforms

Tap into what we have
missed but keep the good
things going

‘Unprecedented’ is a phrase that we are hearing throughout this crisis
and it’s probably the one thing all commentators can agree on.

It is very difficult to predict what the world will look like after the
pandemic but we know almost for certain that consumer spending
power will be reduced and economic growth will contract.

But, It’s important to remember that human behaviour
rarely changes fundamentally.

‘’I very frequently get the question: 'What's going to change in
the next 10 years?' And that is a very interesting question;
it's a very common one. I almost never get the question:
'What's not going to change in the next 10 years?' And I submit to
you that that second question is actually the more important of the two -
because you can build a business strategy around the things that are
stable in time’’

Jeff Bezos

‘Unprecedented’ is a phrase that we are hearing throughout
this crisis and it’s probably the one thing all commentators
can agree on.

It is very difficult to predict what the world will look like after the
pandemic but we know almost for certain that consumer spending
power will be reduced and economic growth will contract.

But, It’s important to remember that human behaviour
rarely changes fundamentally.

‘’I very frequently get the question: 'What's going to change in
the next 10 years?' And that is a very interesting question;
it's a very common one. I almost never get the question:
'What's not going to change in the next 10 years?' And I submit to
you that that second question is actually the more important of
the two - because you can build a business strategy
around the things that are stable in time’’

Jeff Bezos

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Consumers are more likely to cut back
on luxuries, entertainment and leisure activities

* Source: WARC / COVID-19: Three scenarios for the impact on media planning | Category Consumer projections based on survey in China / Other Findings based on MERS and SARS Pandemics