TV ADVERTISING.
ON ANY BUDGET.
Television is very much alive and kicking, reaching over 77% of the UK population in March 2024.
Despite the decline in linear TV viewership among young people, their fondness for the format remains strong as they transition to streaming platforms. This shift is significant as it signals a burgeoning opportunity for advertisers to tap into the expanding landscape of online video content consumption.
The emergence of ad-supported platforms from giants like Netflix and Disney, alongside the rise of 'FAST' (fast ad-supported streaming television) channels, is reshaping the advertising ecosystem.
It's evident that we are at the brink of a new era where online video advertising is poised to make a substantial impact, reminiscent of the traditional TV experience yet adapted for modern viewing habits.
What implications does this hold for advertisers, particularly those with limited budgets?
This shift presents a golden opportunity. Streaming services will offer sophisticated targeting capabilities akin to those found in social media and search advertising, all while maintaining the high-quality viewing experience associated with television.
While Netflix and Disney’s advertising services will be out of reach for many organisations, Sky’s AdSmart service is available today for advertisers to reach their target audiences and enjoy the benefit of combining channels to boost performance, whether that’s growing brand awareness or generating sales and leads, and budget levels that just about all marketers can work with.
What is AdSmart from Sky?
Advertisers can leverage AdSmart to precisely target their desired audiences across a spectrum of popular channels, including Sky Max, Sky Atlantic, and Sky Sports, as well as non-Sky channels such as 5, Comedy Central, and MTV.
The brilliance of AdSmart lies in its ability to deliver tailored advertising solutions previously unattainable on traditional TV. By harnessing data from sources like Experian and Sky's own customer insights, advertisers can create segments that align perfectly with their target demographics. Furthermore, AdSmart enables location-based targeting, allowing advertisers to narrow down their reach from UK regions to as specific as a 5-mile radius - great for regional advertisers.
The ads are served both on linear TV and VOD, utilising Sky’s set-top box and Sky Glass TV set technology to provide viewers with a seamless viewing experience (no buffering!), which shows advertising unique to them.
Affordable and Accountable
This targeted approach not only enhances the relevance of ads but also ensures cost-effectiveness. With AdSmart, even modest budgets starting from £3,000 can secure impactful advertising placements, reaching households effectively.
What's more, AdSmart's accountability is unmatched. Advertisers only pay when at least 75% of their ad has been viewed, a level of transparency and accountability not typically found in other platforms.
Additionally, Sky offers production assistance for advertisers without ready-to-air content, ensuring a seamless transition from concept to execution across TV, social media, and online platforms like YouTube.
And because this advertising is delivered digitally, comprehensive campaign reporting is available as standard.
Sky's AdSmart empowers advertisers to embrace the future of targeted, impactful advertising in the digital age, all while maintaining the immersive viewing experience that television offers. It's a smart, affordable, and accountable solution tailored for the evolving landscape of video content consumption.