Sky Media, the advertising arm of Sky, has announced a new and exclusive partnership with Manchester-founded Regit, the nationwide 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.
Thw exclusive partnership – which Sky says is a world first for 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 added: “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.”
