‘Digital garage’ deal feeds AdSmart with granular automotive data
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John Moulding
| 05 October 2023
5 Digital garagedeal feeds AdSma rt with granular automotive data

Sky Media can now harness granular details about people’s vehicles, from make and fuel type to MOT date, to improve AdSmart targeted advertising. This follows an exclusive partnership with the ‘digital garage’ Regit, which is being described as a first for automotive.

Sky Media advertisers can now benefit from the insights contained in Regit’s first-party data (with all the usual privacy protections) in another example of how the company is taking television targeting to the next level. Sky Media recently announced its ability to use online search behaviour as a guide to interests and buying intent.

Sky Media is the advertising arm of Sky. Regit is described as the UK’s leading digital garage, helping motorists buy, sell and maintain their vehicles online. Regit holds vast amounts of data relating to its users’ vehicles, such as model, age and length of ownership, plus information related to aftersales such as service, tax and insurance expiry.

The data can be matched to AdSmart’s household data so that automotive advertisers can better target potential customers, whether they are selling new and used cars or aftersales essentials like finance, insurance and accessories, etc.

Regit already has millions of digital garage users and this is viewed as robust first-party data that is verified and up-to-date. That data will be available to Sky in real-time for addressable audience decisioning.

Sky explains: “This [partnership] opens up an exciting range of targeting capabilities when also combined with our existing detailed geographic and lifestyle data. For example, a car brand looking for potential electric/hybrid or cleaner petrol/diesel customers could specifically target drivers of non-compliant cars in London’s ULEZ zone or other Clean Air Zones across the UK.”

Advertisers will also be able to match against their own customer data, by sharing data securely with Sky Media.

There is a second element to this partnership, as the Regit brand itself is going to be built further via TV advertising. That will expand the user base and so the scale of its first-party data (so further benefiting Sky’s ability to deliver targeted ads for automotive partners).

Karin Seymour, Director of Client and Marketing at Sky Media says: “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 at Regit adds: “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.”