At STRATO’s heart is a dynamic ad-copy creative engine, which determines what message to show based on the data we have on the viewer, and instantly generates copy specifically for that placement. For example, if an impression is being delivered to someone STRATO knows is a customer without Sky Sports, has viewed Manchester United content online, the system dynamically creates copy in real-time to promote a Sky Sports upgrade using Manchester United imagery.

We also incorporated third-party data, matching Facebook data with Sky’s customer database, in order to target and upsell customers without a movies package. We selected DSP partners for their ability to drive a specific KPI - building the retargeting pool, new customer conversion or upgrade conversion.

The dynamic ad system is sophisticated enough to create nearly 1 million different executions, including anti-competitor messaging and a mobile dynamic ad testing segment.

In year one, STRATO delivered:

• 10% more orders for 5% additional spend –

• £850k in media efficiency

• 5% reduction in CPA

• 14% improvement in CTR

• 56% lower CPA on Facebook thanks to improved targeting

Latest figures show a 31% increase in click volumes and 27% increase in CTR.

Anya Paul, Head Of Media Platforms at Google, says of STRATO:

“Their use of dynamic advertising is unrivalled in the UK and possibly the world. They have taken a very complicated set of requirements and transformed it into a very elegant solution at an unprecedented scale. The execution has been flawless.