Sky AdSmart: A TV advertising revolution
In November 2015, Sky Media reported that Sky AdSmart commercials had decreased channel switching during advert breaks compared to standard commercial television adverts, confirming a revolutionary revamp of Sky’s existing platform for TV advertising. But more importantly, for SMEs and smaller, local companies and brands, Sky AdSmart’s versatility means anyone can now benefit from a unique targeted advertising system, yes really!
So how does it work?
Sky AdSmart tailors the advertising presented to viewers by collecting data from its customers, such as postcodes, age and gender of the household members, leisure interests, earnings, and buying habits to affect what type of television adverts are shown. In other words no two Sky households in the same street will necessarily receive the same adverts on their individual TV screens. This is both beneficial to the customer and the company advertising; customers are not bombarded with adverts for products or services not of interest to them, and wasting important advertising revenue on those out of your key audience demographic. Ultimately this leads to greater conversion, so long as the creative is right of course!
Companies also have a greater autonomy with Sky AdSmart. Sky AdSmart allows business to select target audiences based on over 400 intricate demographic specifications. Combinations drawn from Sky’s collection of customer information, and in-depth consumer profiling from experts such as Experian, you have a vast array of factors to tailor your television campaigns to using this medium.
If your key audience is targeted towards, city-centric populations say, and not rural communities; then you don’t pay for adverts to potentially non-city-centric customers. As you pay for the number of times your advert is screened, you are effectively adjusting your budget effectiveness, which is turn will ensure a greater return on investment. This has the added benefit of reducing paid for wasted airtime, and creates far more effective campaigns limited by interest and likelihood of conversion over larger players such as ITV and Channel 4, therefore potentially at a more attractive price for the smaller, niche, localised product or service.