Co-op makes data-driven TV debut with AdSmart blitz

Co-opCo-op Insurance is launching its first ever data-driven addressable TV campaign as part of an ambitious plan to nearly triple its insurance customer base from 1.6 million to 4.6 million.
The campaign runs for six weeks on the Sky AdSmart platform and has been developed with Dentsu Aegis Network. It has tapped into Merkle’s data marketing platform M1 to test the effectiveness of the Co-op’s TV advertising for its insurance business.
The campaign marks the first time that any Co-op division has used the M1 data platform and similarly the first time that Dentsu Aegis Network has used M1 in conjunction with AdSmart from Sky.
It is claimed that by combining M1 with AdSmart, the Co-op will remove any wastage by targeting only those who are up for motor insurance renewals in the months of October and November. This has led to the creation of a special direct response version of the brand’s One Co-op TV ad by Lucky Generals, which will only be aired to those audiences.
The highly targeted approach was made possible after Co-op identified a number of test regions across the UK, which were then matched with M1 data on in-market motor insurance customers and AdSmart from Sky’s postcode data.
Co-op Insurance head of marketing Richard Pennant-Jones said:”We’re looking to grow our insurance customer base and are excited to bring an innovative data led approach to our marketing strategy. This new approach for our insurance business will allow us to reach audiences, based on different data points, most notably geography and propensity to purchase.”
Sky Media director of partnerships Rachel Bristow added: “Allowing advertisers to leverage the well-documented effectiveness of TV in combination with data targeting allows the focusing on key audiences exactly when they are ‘in market’. We look forward to working more closely with Dentsu Aegis Network and Co-op to understand and develop an ongoing strategy that helps them deliver growth.”
Earlier this month, the UK’s addressable TV market received yet another boost with Sky signing up Channel 4 to its AdSmart targeting platform, giving brand owners access to data-driven personalised ads across its linear TV channels to Sky and Virgin Media households for the first time.

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