Economist returns to TV with first programmatic ad

economistThe Economist is marking its return to TV advertising as part of a programmatic strategy which sees the publisher’s subscriber data overlaid onto Sky’s customer database, enabling ads to be served to specific target audiences at set times.
Using the Sky AdVance platform, which was rolled-out last year, advertisers can target audiences across both TV and online.
The campaign has been created by Proximity London and UM London, which scooped the DMA grand prix and five golds for the ‘Raising Eyebrows and Subscriptions’ campaign (pictured) in December last year.
This activity runs exclusively on Sky channels and centres around the concept that “the world could use another Economist reader”, playing on the Economist’s appeal to a ‘globally conscious’ audience. All of the data captured will directly inform the online retargeting.
Although still in its infancy, programmatic TV operates at an entirely different price point to traditional TV advertising; with entry level campaign costs on a par with display ads, the market is opening up to a huge array of much smaller brands.
UM London digital strategy director Neil Peace said: “This campaign represents a key step in extending our data driven programmatic media strategy into more traditional channels, ensuring our messaging is as targeted as possible.”
Economist executive vice president of brand and digital marketing Mark Cripps added: “With all that’s going on in the world, there has never been a more appropriate time to read The Economist. As such, we are very excited to be promoting our brand on TV again. Since we were last active on TV, the science behind the planning and buying on TV has moved on leaps and bounds.”

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