Opportunity: Sky Adsmart personalised advertising platform
Provided by Sky Media
In a UK first, Sky AdSmart can serve different ads to different Sky households watching the same programme.
Tell us about the Opportunity / What is it?
Households can be selected based on factors like age, location and life-stage, derived from a combination of Sky's own customer data and information from consumer profiler experts such as Experian. By allowing advertisers to cherry-pick their audiences the power of TV can now be used to greater effect by existing advertisers, whilst becoming accessible for the first time to niche brands, small and medium-sized businesses (SMEs) and location-specific advertisers.
What is the Marketing Objective?
Sky AdSmart can be used in a number of ways including:
• Create a bespoke standalone campaign to a specific audience or region.
• Compliment a linear campaign by up-weighting messaging to a specific audience
• Show different messages to different audience selections in the same linear spot.
• Control the viewing frequency of your ad with frequency caps and minimum spacing.
How does it work?
Sky AdSmart has 3 propositions all of which come with different features and benefits.
1. Optimised Linear:
Target different audiences using different ads in the same linear spot to optimise your marketing activity (benefits below).
2. Define and Reach:
Define the specific households you want to reach and only play your ad when that household is watching (benefits below).
Combine the ability to optimise the linear campaigns with the ability to reach audiences when they are watching (benefits below).
Features / Benefits
•Optimise effectiveness of a linear spot/campaign
•Concentrate a brand's dialogue with its core target audience
•As the linear schedule dictates opportunities for a Sky AdSmart ad to be shown - you know when your Sky AdSmart ad could play out
•Ensures some control over the programme environment
•Can run without a linear campaign
•Can be used for regional campaigns
•Can be used to up-weight messages to specific audiences
•Hard to reach customers will see the ad when they are watching
•Sky AdSmart campaign end date can be after the linear campaign end date