Campaign Media Awards 2007: Best Use of Research

Title: Behavioural Targeting
Media agency: i-level
Media director: Malcolm Devoy
Media planner: n/a
Creative agency: Glue
Creative director: Martin Bailie
Account planner: n/a
Client: Sky
Brand: Sky TV
Marketing director: Scott Gallacher
Media brand manager: n/a

Sky spends more on online advertising than most other brands in the UK. In a bid to make its advertising work harder, i-level set about developing bespoke behavioural targeting technology that could track the journey of visitors to Sky's websites, and later use this information to make sure web users saw more relevant Sky advertising when they visited other websites, such as Yahoo! or MSN. This allowed Sky to deliver targeted, segmented advertising while only buying untargeted, cheap media. Research reveals that this technology has delivered a £3.7 million boost in sales for Sky with no extra media cost.