Homebase looks to optimise its TV advertising with three-year Sky IQ deal
In an effort to better understand the effect of its TV advertising, Homebase has entered into a three year partnership with Sky IQ, the BSkyB subsidiary which tracks multi-channel customer behaviour to provide brands with a fuller picture of consumers.
Homebase data – including purchase information via the Nectar programme – merged with Sky IQ anonymised viewing insight will be the basis for analysing campaign performance.
This will offer Homebase a clearer understanding of the reach of its TV campaigns as well as consumer purchase intent after seeing an advert.
The retailer will also be able to analyse the Read full story ›
Source: The Drum
