TV Advertising Costs Sky Adsmart - TV Advertising Agency

Advertising on Sky Adsmart

Sky AdSmart is 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.

The Platform

Sky AdSmart allows 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, including household income or lifestyle. There are also 32 set regional and metropolitan areas to provide a local TV advertising framework.

An advertiser’s own 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 £3k. For example, if you are a mid-30’s, 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 type of advertising can allow for an extremely localised campaign. The drill down can be to a specific region, local authority and even a pinpoint mile radius of a postcode. It has the capacity to 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.

Costs

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 ITV, Channel 4, Channel 5, 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.

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Sponsorship

As well as traditional spot advertising, channels also offer the additional opportunity of sponsorship. Sponsorship is an impactful platform for boosting frequency, having the ability to reinforce a marketing message or reposition a brand. This creates a direct association aligning your brand with a specific programme, strand or entire channel. The most common sponsorship types are channel sponsorship, genre sponsorship, daypart sponsorship and programme sponsorship. Sponsorship is an excellent way for brands new to TV to plant their flag in the TV advertising landscape.

Programmes attract a loyal audience resulting in your advert being viewed multiple times, this increases its impact as the frequency of views builds more brand awareness. TV Sponsorship can deliver a consistency of audience, time of day and environment that is expensive to replicate through the traditional media buy. 

Sponsorship is made up of ‘credits’ before, during and after the show. The names of the credits are:

  • ‘Openers’ can be up to 20 seconds in length to bond the brand and association
  • ‘Break Bumpers’ are generally 5 seconds and are played in the centre breaks of the show
  • ‘Closers’ are normally around 10 seconds in length, reaffirming the connection between brand and programme.

A good sponsorship can provide effective cut-through and targeted communication to specific viewing audiences.

Cost

Typically, TV sponsorship costs less per viewer than buying a traditional TV campaign. The reason for this is that you cannot have advertising messages or calls to action in sponsorship adverts. Size and profile of the audience is what determines the cost as well as demand from the market.

For the most competitive rates in the market, give us a call on 0207 3890876 or fill in our contact form, we can create a tailored plan, often within a 24 hour turnaround.