Sky: Direct web attribution

Sky Media, the broadcaster, launched Direct Web Attribution to conclusively calculate the effectiveness of advertiser's TV campaigns in the UK.

Summary

Direct Web Attribution (an industry 1st) enables Sky Media, to conclusively calculate how many incremental visitors visited an advertiser's website as a direct consequence of seeing the advertiser's TV campaign.

By directly matching a website visitor to a Sky Household; and segmenting between exposed (saw the advert) and unexposed (did not see the advert), we can measure the impact the campaign has on web visitor (and sales) rate.