August 27th, 2014

RSMB launch ‘Sky ARC’ for BSkyB

With the proliferation of advertising platforms such as ‘Sky On Demand’ and ‘Sky Go’ Sky Media tasked RSMB with creating a solution to predict overall levels of campaign reach and frequency across multiple platforms.  Using results from a media behavioural study RSMB calculated rates of usage for each Sky advertising platform.  A respondent level fusion using RSMB’s bespoke statistical routines was undertaken with platform rates of usage being carried across to BARB television panel respondents.  RSMB then adapted the existing TripleS campaign analysis software to create “Sky ARC (Advertising Reach Calculator)”.  Users input ad impressions by platform prior to the system calculating incremental reach to traditional linear spot campaigns .