With 50 years’ experience in TV planning and buying, we know how important it is for campaigns to be targeted to your relevant audience. We have grown hundreds of businesses from small TV tests to £8 million + per annum spends in the UK, USA, Australia and Central Europe – and can help your business too, whatever size or spend you have. Targeted TV Advertising is proven to be one of the most efficient advertising mediums for ROI on Direct Response brands and trackable advertising campaigns.
There are a number of ways you can use TV to target your desired audience. These differ between linear TV (watched at time of broadcast) and more advanced options such as Broadcaster Video On Demand (BVOD) or Sky AdSmart.
There are two main types of targeting within linear TV:
One of the noticeable benefits of linear TV Advertising when buying a specific audience, is the added value. Other audiences outside of your desired will also be exposed to your advert for no additional cost. The wider demographic will often still be interested in your product.
BVOD is now a mass medium, with millions of highly engaged viewers watching their choice of programmes exactly when it suits them, resulting in a high level of ad effectiveness. The use of first-party data results in your desired audience being specifically targeted. ITV, for example holds data from its 32 million registered users of ITV Hub. BVOD can also be used to complement your linear ad campaign with incremental reach. Additionally, All 4 (C4) have over 24 million registered users who can be targeted through demographic targeting, interest-based targeting and contextual targeting. In terms of Sky Media VoD products, these platforms reach 49% of the UK adult population in a month, the average On Demand user watches 24 minutes per day!
Sky AdSmart is an advanced way of being able to target viewers within specific households when watching broadcast TV. Sky’s technology replaces the broadcast advert with a specific advertisement within the homes that have been targeted.
Sky AdSmart allows you to pick your ideal audience from hundreds of segments so you can be sure only the right households are seeing your ad. These segments are made up of regionality and audience attributes from Experian mosaic data. In terms of regionality, brands may target specific postcodes, metropolitan areas, or a local authority, to name a few. Brands are also able to choose specific attribute combinations from Experian mosaic data to reach their desired audience, these include affluence, beauty, expectant families, and senior decision makers etc. There are up to 90 different mosaic profiles to choose from.
It is possible to buy AdSmart campaigns across the majority of channels sold by Sky (which includes Channel 5, Discovery, Viacom, and of course the Sky channels).
Targeted TV Advertising refers to the strategic planning and placement of adverts to reach specific audiences based on demographic, geographic, or behavioural attributes. It ensures your message is delivered to the people most likely to respond, improving both efficiency and return on investment.
Targeted campaigns reduce waste and increase effectiveness by ensuring your adverts are seen by relevant audiences. This is particularly valuable for Direct Response brands, where trackable outcomes such as web visits or phone enquiries are key indicators of success.
Yes. Whether you’re running a localised test campaign or a national roll-out, targeting allows you to tailor your investment for maximum impact. Many of our clients begin with modest spends and scale up as results are proven.
Absolutely. We use detailed analytics and tracking tools to measure campaign performance. For AdSmart and BVOD, results include reach, impressions, and even downstream actions such as website visits and conversions, allowing for data-backed optimisation.
Our team will help you assess your business objectives, audience profile, and budget to recommend the most appropriate mix of linear, BVOD, and AdSmart targeting. Many successful campaigns use a blended approach to maximise reach and relevance.
Get in touch with our team via phone on 0207 389 0876 or complete our contact form. We’ll review your goals and provide a tailored proposal outlining the best audience targeting strategy for your campaign.
