Sky Media has successfully broadcast the 10,000th ad campaign using its TV offering, Sky AdSmart, which launched in 2014 and gives advertisers the ability to target TV ad campaigns to specific audiences.
Every two days, a brand that has lapsed or never advertised on TV before selects Sky AdSmart to reach its target audience in a trusted, brand-safe environment. The technology now has over 1,400 targeting attributes up from 400 at launch, allowing niche and local businesses as well as mainstream brands to benefit from highly targeted campaigns.
Banking group CYBG’s campaign for its mobile banking app, B, is Sky AdSmart’s 10,000th campaign – they used a national reach but up-weighted the execution using regional targeting to serve ads to households in Birmingham and London with young professionals, high income families with children and middle-aged families.
Sky says that Sky AdSmart advertisers have a 64 per cent return rate, indicating that addressable TV is working for businesses and successfully expanding the TV ad market in the UK. This is expected to continue as a third of audiovisual advertising in the UK will be addressable by 2022.
Graeme Hutcheson, Director of Digital and Sky AdSmart at Sky Media said: “Addressable TV is growing the TV ad market by allowing brands of all shapes and sizes to harness the power, effectiveness and brand safe environment of TV. Because of Sky AdSmart, smaller and niche businesses are now able to compete with national brands on an even playing field. We would like to thank all our customers for their continued support and look forward to working with many more businesses that are yet to tap in the hugely successful approach to TV advertising.”