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Sky AdSmart uses a creative new technology to enable a revolutionary approach to TV advertising.
The platform allows different adverts to be shown to different households watching the same programme simultaneously, in Sky and Virgin Media subscription homes. It uses data and other identifiers to specifically target your relevant audience whilst also permitting you to advertise nationally or regionally.
Sky Adsmart allows brands and businesses to target relevant audiences with greater ease across different TV channels.
Advertisers can target specific audiences by identifying their location with Sky Adsmart. This allows for a more personalised advertising experience and can gain businesses more meaningful exposure in certain markets.
AdSmart is Sky’s system for targeted, addressable ads, which are commercials that can be swapped out and personalised based on location or other personal data – even in live-broadcast, linear TV.
With Sky Adsmart, an advert can be swapped out and personalised based on location or other personal data compared to standard, broadcast campaigns.
TV advertising costs on SKY can range from £3 for daytime advert up to £20,000 for a national advert in a premium SKY Sports match.
Starting from £3 for a daytime advert, the cost of TV advertising on Sky can reach up to £20,000
The Platform
Sky AdSmart allows specific audiences to be bought by postcode, demographic, and Experian data. It works in a highly targeted way and produces segmented households.
At present, there are currently over 90 mosaic profiles available to advertisers on Sky, including household income and lifestyle preferences.
There are also 32 set regional and metropolitan areas to provide a local TV advertising framework.
An advertiser’s data can also be used to create custom segmentation for even greater specificity. With this level of targeting, it allows businesses of all sizes to target sometimes hard-to-reach audiences on as little as £5k.
For example, if you are a mid-30s, unmarried affluent man, you may expect to see ads for premium tech brands, or perhaps dating sites, but not holiday packages for families with young children. This detailed information can make all the difference for a tv advertiser’s sales.
The drill down can be to a specific region, local authority, and even a pinpoint mile radius of a postcode.
It can enable advertisers to streamline their reach specifically to show viewers adverts for businesses located in their local areas. For example, a local car dealership or restaurant.
It is important to note Sky AdSmart has a 75% viewability threshold.
The costs for Sky AdSmart depend on the type of audience you are targeting and the region. The multifaceted technology means the cost per thousand is considerably higher than national advertising but used carefully this medium can be highly targeted and effective.
If you would like to discuss how we would plan a Sky Adsmart campaign, or other channels including Channel 4, ITV for your business or brand, do give call us on 0207 3890876 or fill in our contact form and we will come straight back to you.
TV Advertising Agency is part of the Media Campaign Group, which has been at the forefront of independent media planning and buying for over 45 years across all media platforms. The company has a history of investing heavily in technology and people to provide its clients with the best possible service.
TV Advertising Agency
511 Mappin House
4 Winsley Street
London, W1W 8HF