Sky Media has launched a new advertising targeting offering called Viewing Passions. The new offering gives advertisers the option to target audiences based viewing preferences for a particular programme or genre using Sky’s first-party data capabilities.
“From home improvement enthusiasts to movie buffs, from horse racing fans to food lovers, Sky Media can identify the heaviest viewing cohorts to any channel, programme or genre, thereby allowing advertisers to target these audience segments when they are viewing Sky content,” it says.
As part of the build-up to the launch of Viewing Passions, Sky Media partnered with Group M to run a test campaign for Maxi Zoo across June and July, reaching households that have historically watched pet and veterinary content across all TV channels.
“We were delighted to run this campaign for Maxi Zoo, targeting a segment of viewers that were known to watch pet related content. The Pet Lover audience allowed Maxi Zoo to reach a relevant audience when they were watching other TV content on Sky channels. Viewing passions is an exciting new way for advertisers to reach an audience with a known affinity for certain types of content,” says Leanna Kierans, sales controller at Sky Media
According to Laura Duignam, account director at Mindshare Ireland: “We partnered with Sky to deliver a contextually relevant campaign for Maxi Zoo Value for Money. We are so excited to be a part of this media first for Ireland by targeting an engaged audience that share the same passions as Maxi Zoo – the love for animals. The campaign delivered in full with a strong and unique reach of our target audience”
Anthony Cremin, Head of Marketing at Maxi Zoo says “We are always looking at different and innovative ways to target our current customers and new potential customers using advanced technologies. This campaign was very effective in driving new and repeat customers both to our physical stores and online platforms, giving them an experience of how much we at Maxi Zoo care about their pets and are delighted to cater to their pet’s needs,” adds Anthony Cremin, head of marketing at Maxi Zoo.