Piriteze and Sky use pollen count data to target TV viewers at highest risk of hayfever

Piriteze is using Sky AdSmart technology to carry out a highly targeted TV, with ads only being shown to those in areas where the pollen count is medium to high.

Pititeze has partnered with Sky to only target high risk hayfever sufferers
Pititeze has partnered with Sky to only target high risk hayfever sufferers

For many brands TV is a highly effective medium and yet the amount of wastage of spend can also be an issue as it often hits a wide audience. Allergy brand Piriteze is now using data and targeting technology to ensure that its ads are only shown to those that are likely to be suffering from Hayfever.

It has partnered with Sky to use its TV targeting service Sky AdSmart to geo-target its ads in areas where the pollen count is particularly high.

Julia Bauer, brand manager for Piriteze, said, "Working with Sky Media and using its Sky AdSmart technology ties in perfectly with our aim to engage with consumers at the moment they are most likely to reach for Piriteze."

"It is no secret that high pollen counts will encourage  people suffering from hayfever to look out for products like Piriteze, but Sky AdSmart allows us to use this to our advantage, making consumers aware of the allergy products when the pollen status is Medium to High and intercepting the path to purchase," she added.

The campaign is now live and is targeting Sky customers in Greater London, North Scotland, Wales, North West, Yorkshire, the Midlands and South West.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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