Sky Media teams up with Regit to supercharge automotive targeted advertising

Pay TV operator Sky’s advertising arm Sky Media has partnered with ‘digital garage’ outfit Regit, which helps motorists buy, sell and maintain vehicles online, to tap into the latter’s data relating to its users’ vehicles to improve targeted advertising.

Regit holds data 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.

Sky said that this first-party data can now be matched to AdSmart’s household data allowing automotive partners to better target potential customers with ads, for example, for new and used cars or a range of aftersales essentials including finance, insurance, and accessories.

The advertising unit said that the move opens up a range of targeting capabilities when combined with Sky’s existing detailed geographic and lifestyle data. It cited the example of a car brand looking for potential electric/hybrid or cleaner petrol/diesel customers, which could specifically target drivers of non-compliant cars in London’s ULEZ zone or other Clean Air Zones across the UK.

Sky Media said the partnership would also help build the Regit brand via TV, expanding the user base and scale of their first-party data. Advertisers will also be able to match Regit data 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, Regit said:  “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.”