Sky Media secures exclusive partnership with digital garage, Regit

• Sky Media advertisers now have access to Regit’s first-party automotive data such as make, model and fuel type as well as a whole host of after sales-related information such as service, MOT and insurance expiry dates…
• This is a world-first partnership further enhancing AdSmart’s targeting capabilities.

Sky Media, has announced a new and exclusive partnership with Regit, the UK’s 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 robust first-party data can now be matched to AdSmart’s household data allowing automotive partners to better target potential customers with everything from new and used cars to a range of aftersales essentials including finance, insurance, accessories, and anything related to car ownership.

This opens up an exciting range of targeting capabilities when also combined with Sky’s existing detailed geographic and lifestyle data. For example, a car brand looking for potential electric/hybrid or cleaner petrol/diesel customers, could specifically target drivers of non-compliant cars in London’s ULEZ zone or other Clean Air Zones across the UK.

This exclusive partnership – a first in the world of automotive, will also be used to help build the Regit brand via TV, expanding the user base and scale of their first-party data. Regit already has millions of digital garage users and the deal will fuel Sky’s own addressable data in real-time, providing advertisers with up-to-date and verified targeting data. Advertisers will also be able to match against their own customer data, by sharing data securely with Sky Media.

Karin Seymour, Director of Client and Marketing from Sky Media said: “Sky is in a truly unique position with millions of engaged customers and a direct connection into their front rooms and favourite shows. By combining Regit’s extensive data with Sky’s, advertisers will be able to better connect with more relevant and in-market audiences for improved campaign results“.

Chris Ashton Green, CEO and founder, from Regit said: “Regit exists to make things easy for the motorist and by building a technology platform that enables them to take every management action related to their car or van, we’ve been able to generate hundreds of data points on each vehicle meaning that – for the first time – automotive partners can be extremely targeted when it comes to placing TV ads through Sky Media.

“We’ve already provided Sky Media with its biggest ever data match and our own ambitious plans to scale, coupled with what we can achieve by working with Sky, means we’re collectively very excited about where this partnership will go as it reshapes the way TV advertising works in automotive.”

Sky brings TV and digital closer together with new Search Behaviour Targeting

Sky Media, has announced new Search Behaviour targeting capability for the AdSmart addressable platform. Driven by wider industry demand to bring digital and TV campaigns closer together, Search Behaviour attributes allows brands for the first time to target audiences based on specific online search behaviours including frequency and intent.

Using search data categorised by frequency and intent, which is then matched to Sky’s first party data – advertisers can engage audiences who are in market and actively searching for products and services. Leveraged through market leading AdSmart, targeted ads are delivered into relevant households in both live and on demand content across millions of Sky, Virgin and Now homes.

Seven search behaviour categories are available at launch: Home & Garden, Travel, News, Job & Education, Arts and Entertainment, Games, Pets and Animals. Search Behaviour Targeting identifies people at every stage of their purchase journey, from initial research, through to adding items to their online basket. Search behaviour habits can be combined with any of the other existing 1000+ AdSmart attributes to refine campaigns. This could include postcodes, lifestage, mosaic groups or an advertiser’s own first party data. As an example, a custom campaign could see a holiday or insurance company target those who are actively searching for holidays or flights. This could be further refined or creative adapted to those looking at beach, sightseeing or ski holidays in a specific area of the country. The Search Behaviour targeting capability has been developed in conjunction with Captify, who are the largest independent holder of search data.

Ruth Cartwright, Investment Director at Sky Media – “TV remains the most effective and engaging platform for brands. Being able to embrace the best capabilities of digital but in the brand safe, big screen, world of TV, makes campaigns more relevant and impactful. That’s what we’re hearing from brands and agencies, so that’s where we’re focusing our innovations.”

Helping advertisers connect with audiences wherever they watch is part of an ongoing roadmap of innovation from Sky Media, bringing TV and digital closer together. AdSmart launched nearly ten years ago and was the world’s first TV addressable advertising platform. Launched a few years later Sky AdVance opened-up digital targeting based on TV viewing and upcoming Creative Optimisation will help performance brands programmatically adapt their TV creatives to optimise response.