Making insights central
to the launch of Sky Glass
Making insights central
to the launch of Sky Glass
Services:
CHALLENGE
Samsung Ads holds the largest Connected TV (CTV) installed base in the UK and Germany, but its commercial teams lacked standardised effectiveness metrics for its ad formats. What’s more, as a newer format, CTV lacks decades of validation that traditional TV broadcast enjoys, leaving budgets locked in traditional broadcast plans.
MTM was commissioned to build a methodological framework to cleanly evaluate and compare distinct ad formats, giving media planners conclusive proof of how each specific CTV format drives full-funnel value.
APPROACH
Sky partnered with MTM over nearly 3 years (50k+ people surveyed and 500+ hours of qual sessions), to fuel the development of their truly innovative TV, Sky Glass, through nuanced understanding of peoples’ needs and behaviours.
IMPACT
Glass was the most heavily researched product Sky has ever launched, with insight pivotal to decisions from day one, as Sky entered a new product category.
One of the key factors that made the Glass launch a success was the strategic and actionable insight from MTM.”
Liz Wynn
MD for TV & Sky Glass
In focus at mtm
