Campaign details

Brand: TalkTalk
Brand owner: TalkTalk Plc
Agencies: m/SIX, The&Partnership
Country: United Kingdom
Industries: Telephone & internet services
Media channels: Online display
Budget: 10 - 20 million

Executive Summary

This is not a conventional data-driven advertising / targeting data project, but it is a good example of using multiple sources of category data to predict and quantify how a direct selling marketplace works in order to confer advantage on a participant in that market – in this case, TalkTalk.

TalkTalk is a subscriber business which spends more than £45m per year in paid media advertising across both digital and traditional media channels to win new subscribers.

Within this, TalkTalk spends around £15m per year in the online price comparison (PCW) marketplace. The PCW marketplace is highly competitive; participants compete for sales using a number of offer-incentivising variables:

  • price, contract length, incentives (vouchers etc) and set-up fees are offered by each competitor in different combinations to win customer sales.