Sky Deutschland activates first-party data in Kokai to improve audience relevance by 7x

BUSINESS OBJECTIVE

Unleashing the power of first-party data to target the right CTV audience 

Millions of people across Germany watch the latest movies, shows, and live sports events on Sky Deutschland daily. But, to promote new content and attract new subscribers, the pay-TV broadcaster is constantly searching for innovative ways to reach a more relevant audience in a more cost-effective way. 

To promote a new €20-per-month TV package that includes live motor sports events and highlights, Sky Deutschland wanted to improve cost-effectiveness and audience relevance on its connected TV (CTV) campaigns while tapping into premium inventory, so it turned to The Trade Desk for new first-party-data products.   

SOLUTION

Measuring relevance and savings with first-party data and the Quality Reach Index 

Working with agency EssenceMediacom Germany, Sky Deutschland was one of the first companies to test its first-party data in combination with our Quality Reach Index (QRI) in the new Kokai experience. 

The pay-TV broadcaster pinpointed its most valuable audience by creating a seed from its first-party data: individuals who added a subscription package to their shopping cart on Sky Deutschland’s site. With this seed, Sky Deutschland and its agency developed two highly targeted audiences: a lookalike audience using Koa audiences and an audience derived from the top 30 most relevant segments in our data marketplace. 

RESULTS

Improving audience relevance and performance in Kokai 

Following the CTV campaign, Sky Deutschland compared the results to other targeting approaches, including pretargeted deals based on sports interests and age demographic between 18 to 39. It found that more precise audiences outperformed its other targeting strategies when considering relevance and performance. 

Specifically, Sky Deutschland found that the higher the QRI score, the lower the CPA. Overall, using a seed to find new audiences led to 7x higher relevance and 84% lower cost per action. Controlling the frequency of the ads led to budget savings that were reinvested to reach 4x more households — without sacrificing relevance. 

This test shows how a first-party data seed can significantly impact targeting the right audience for a channel like CTV. Sky Deutschland and EssenceMediacom Germany plan to use seed-based strategies in Kokai for future campaigns to continue helping to drive cost savings and audience relevance. 

Start a conversation with us today to learn more about how you can use your first-party data in Kokai to help increase audience relevance and performance.