Previously we could only implement TVRO learnings on a monthly basis, in line with industry TV planning cycles. It was evident that reducing the time between finding an insight and taking action presented a transformative opportunity.

Whilst TV must be booked two months in advance to benefits from advanced booking deadlines, technology exists that could potentially allow brands to rapidly serve different ads into different slots based on real-time insight.

In an industry first, we needed to build Gocompare.com a bespoke programmatic solution that would take TVRO insights and, in real-time, determine which piece of creative should run. For example, if TVRO revealed that an insurance ad was delivering particularly cost-effective visits to Gocompare.com, future TV schedules could instantly be optimised and this creative up-weighted during key spots. But this was going to require a revolutionary data-led approach how copy instruction was created and then instantaneously delivered to TV stations.

As always, we used the latest TVRO insights to produce the ideal schedule for December – four creative pieces were to run in rotation across 13,790 spots.

However, fuelled by real-time insight and Sky’s ability to instantly change copy, this activity had a transformative twist. Each time a TV spot ran, Adalyser instantly checked its ability to drive cost-effective traffic to Gocompare.com, allowing us to quickly build up a database of insights and optimise copy instructions automatically and instantly for the rest of the campaign. As each spot ran, further leanings were accumulated and copy instructions were further refined to deliver ever better results.

For example, we determined that the cost-per-visit generated by the ‘Gondola’ creative was highest and ‘Flying High’ was lowest. Spend was then quickly and efficiently reallocated and copy instructions automatically sent out to TV stations, allowing the advertising to be changed in real-time.

After only one month, and having only been deployed on Sky, our industry-leading approach was already driving transformational business results and had significantly overachieved against target.

Against a target of -10% cost-per-view, the Sky activity had reduced cost-per-visit by -15% compared to the previous Sky activity.

In addition, traffic generated to Gocompare.com via Sky increased by +18%

If we extrapolate the gain to campaign spend of £10m per annum this would have equated to £1.84m worth of additional value.

This activity has set a new technological benchmark for the industry, making real-time insights and adjustments possible and profitable. We hope to employ this technique to benefit other clients and in partnership with other media owners going forward.