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Sky debuts shoppable TV ads product

After many years of existence, QR codes have finally managed to become more normalised thanks to the COVID-19 pandemic and the NHS Track and Trace system created on the back of that. To capitalise on this, Sky Media is launching a pilot for a ‘Shoppable Ads’ solution with Sky Mobile.

The proposition enables advertisers to add QR codes directly into their TV ads. Of course, having QR codes on TV ads is not a new concept, but Sky is aiming to take this a step further by combining shoppable functionality with its targeting and measurement analytics.

“TV is proven to both build brands and drive short-term response,” said Dan Cohen, Director of Products and Advertising Innovation at Sky Media. “Now, as the pace of m-commerce 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.”

Sky promises that the solution is fully measurable using its household viewing data and measurement capabilities, enabling advertisers to attribute website visits, browsing, and sales conversions to their TV spend.

The initial Sky Mobile pilot, which last until 3 June, has been tailored to fit the brand’s needs by Sky Media’ in-house creative team. The pilot, as well other future campaigns, will be A/B tested so that campaign impact can be optimised.

“We’re thrilled to be the first brand in the UK to access Sky Media’s QR and attribution technology,” said Pierre Coppin, Marketing Director at Sky Mobile. “As a mobile operator, we know first-hand that we always have our phones at the ready, so running this pilot was a no brainer. Coupled with AdSmart’s unique targeting capability, the work we are doing with Sky Media is a real competitive advantage which has undoubtedly contributed to the stellar growth of Sky Mobile.”

In the US, NBCUniversal found that a QR code gives 30% higher response rate than industry benchmarks for digital and makes messages 20% more memorable.