Sky has revealed some intriguing data from it’s new AdSmart initiative, which sees broadcast advertisements being more carefully targeted to customers based on their viewing habits and demographic profiles.
The initiative has so far delivered better value for brands, lending further weight to the arguments for people-based marketing.
Hello and welcome to Digital Minute. This week, we’re taking a look at the latest research which supports the benefits of tailored ads.
We’ve looked at tailored ads a lot on Digital Minute but, we’ve not covered Sky’s AdSmart technology.
The technology was Introduced in January last year as a way for advertisers to show different ads to different households watching the same programme.
AdSmart allows brands to target postcodes, household demographics and their own customer data to give a more personalised experience to consumers.
And, it seems to be working.
Research released by Sky this month shows that viewing time in ad breaks was boosted, and channel switching during AdSmart commercials was 48% lower than standard ads with, only 5% of viewers changing channels compared to a 10% norm.
A result that was consistent regardless of channel, household type or quantity of viewing.
Following this success, Sky is launching AdVance, which allows extension of TV Spot campaigns to those who haven’t seen the Ad, via on-demand and display.
This is the latest success story in the growing trend of people-based marketing and more personal ad targeting.
If it’s not on your to-do list already, our social advertising whitepaper explains why it should be.
Thanks for watching. I’m James Bell, and that was your Digital Minute.
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