UM London and Proximity London launch the economist’s first data-driven tv campaign

London 24 May: UM London and Proximity London have launched The Economist’s first data-driven TV commercial, telling audiences ‘The world could use another Economist reader…”

The ad goes live today in the UK, exclusively on Sky channels. It will air until Monday 13 June. All media planning and buying is by UM London. Campaign creative is by Proximity London.

The work is based on a simple platform: In an era when the world is facing changes and challenges that are more profound than any in our lifetime, another informed Economist reader can only be a good thing. Which is why, as well as illustrating the publication’s breadth of content, the ad appeals to the universal desire to become a better, more understanding, more progressive, and more receptive person and society.

To improve response to the commercial, UM London has fused The Economist’s existing subscriber data with Sky customer data for the first time, allowing it to serve the ad to specific target audiences at the right times for them.

The commercial has a strong Direct Response mechanic that aims to drive phone enquires and works seamlessly with the wider digital activity -- all of the data captured will directly inform the online re-targeting.

This commercial marks the latest activity in The Economist’s award-winning data-driven media strategy. Since 2014, UM London and Proximity London have used data and programmatic delivery to distribute targeted messages at scale across digital display and social channels, generating thousands of subscribers in the process.

Full press release available to download below