Gone are the days where SMEs are excluded from the benefits of TV advertising. With the emerging popularity of ‘addressable TV’, which shows different ads to different households while they are watching the same program, enterprises of all sizes now have access to the medium. The playing field is well and truly levelled.
Sky’s platform for addressable TV advertising is called AdSmart. With this service, an advert will be shown to a pre-defined target audience, so companies can identify their ideal customer and only advertise to them.
“Advertisers looking for specific audiences, but using a mass medium can now combine the unrivalled power of TV, our in-depth knowledge of Sky households, advertisers own consumer insights and Sky’s targeting technology.”
Advertisers are given an extensive list of attributes to choose from. These range from affluence levels to pet ownership to the age of children in the household. The data is derived from a combination of Sky’s own customer data and information from consumer profiler experts such as Experian. Furthermore, to ensure the data is robust, Sky engages RSMB to perform independent audits of the measurement methodology. RSMB are the market leaders in television audience measurement design, operation and quality control. They are responsible for auditing BARB, the organisation that measures linear TV viewing in the UK.
One of the most useful ways in which adverts can be targeted is based on location. Previously, the only way advertisers could target consumers so hyper-locally was through Direct Mail. Now, however, TV advertisers can decide whether they want to only advertise in cities or even specific postcodes. This also opens the door for local businesses to advertise to consumers in their immediate area, on the biggest broadcasting platforms. Since AdSmart can be so localised, it means that it is much more affordable for SMEs.
Sky AdSmart is right for you if you want to:
- Use the most effective form of advertising to grow your business.
- Speak directly to your relevant audience.
- Restrict your advertising to a specific region, city or even postcode area.
- Increase sales and/or brand awareness.
- Stand out against competitors.
- Be seen in a premium/talked about the environment.
- Pay only when your ad is seen, rather than just a few seconds.
New to TV Advertising?
Don’t worry if you have no experience in TV advertising. Whilst Sky offer a user-friendly service, they recommend getting a creative agency on board to guide you through the process. Here at Brandchange we can guide you through the whole process, from script writing to producing and shooting the actual advert. With experience working in TV for brands such as Solvite, Smyths Toys and Carex, we’ve run a number of successful TV campaigns.
- Up to £5,000.
- £5,000 – £10,000.
- Over £10,000.
Adverts through SkyAdsmart should be standard lengths – 10, 20, 30, 40 or 60 seconds. The pricing then works based on a cost per impression (CPM) basis. An impression is defined as when at least 75% of an ad has been seen at normal viewing speed. This ensures that you are not paying for ads which aren’t properly watched by your audience.
There are many advantages to advertising through Sky AdSmart, however, one of the key benefits is the Return on Investment (ROI) the platform sees. Whilst adverts are played to smaller audiences, those audiences are far more engaged, and are much more likely to engage with the brand. According to David Sanderson, Head of Sky AdSmart Local:
“There is an undoubted impact in a local or regional advertiser appearing in internationally syndicated or nationally syndicated content – award-winning, world-class TV shows where you’re not really expecting to see an ad from your local car dealer, garden centre or legal services provider.”
Sky has a range of successful case studies, on both the SME and national campaign level. A great example is Drayton Motors’ campaign. The purpose of the campaign was to raise local awareness of the company and give insight into the high level of Customer Service they provided. Using Sky AdSmart, the dealership was able to show off its personality to potential customers in a specific postcode. According to Darren Bradford, the General Manager, the campaign “transformed out business!”. In June 2017, the dealership out-performed the new car market by over 40%s. Most impressively, the dealership managed to swing 148 sales from their nearest competitor compared with the previous year.
Interested in setting up a Sky AdSmart campaign? Find out more today.