Audience targeted advertising with Sky AdSmart

For more information on Sky AdSmart please call 0844 846 4767 or email robert.playford@gforces.co.uk

Television has long been the missing link in automotive retailer marketing. All but the largest retailers have rejected it for being prohibitively expensive, and most have recognised that it can be a blunt instrument in an age when many marketing disciplines are becoming increasingly targeted, delivering a better return on investment.

A report from media analysts at Forrester Research anticipates major change in TV advertising over the next three to five years, and highlights the need for marketers to adopt new tools and strategies to achieve better reach and results. The organisation points to a number of significant trends, including the rise of on-demand viewing and ‘TV anywhere’, both of which change how people view TV content. Notably, Forrester also references the need for ‘addressable advertising’, where different ads can be delivered to different viewers to match their interests.

To tackle the challenges, and in particular the opportunity of ‘addressable advertising’, Sky recently launched its revolutionary Sky AdSmart service, which for the first time in UK TV history allows national channels to offer highly localised advertising.

Until now everyone watching a commercial TV channel at the same time saw the same adverts, albeit with the option for limited regional differentiation. With Sky AdSmart, different adverts can be shown to different households watching the same Sky programme, which means companies can focus their television marketing spend at a very specific audience for each campaign.

Households can be selected based on factors like gender, age, location and life-stage, derived from a combination of Sky’s own customer data and information from consumer profiling experts such as Experian, via its multi-channel consumer classification tool, Mosaic.

Recognising the potential for Sky AdSmart to supersede many traditional forms of advertising, GForces took the opportunity to enter into an exclusive partnership arrangement with Sky Media, the advertising sales arm of Sky. This makes it possible for automotive retailers to access Sky AdSmart to implement affordable, hyper-targeted TV marketing campaigns, generating immediate, trackable results.

This new way of delivering commercials via a satellite feed to set-top boxes offers a huge degree of versatility. Enabling targeted ads to be delivered only to specific and relevant households chosen by the advertiser. No longer the preserve of larger automotive brands, television advertising becomes accessible and affordable, notably for car retailers and groups targeting specific territories.

Ultimately though, the new service will deliver far better results for every Sky AdSmart user, regardless of their size, not least because it’s priced per ‘impression’, only generating charges where the target household sees at least 75% of the ad at normal viewing speed. Furthermore, to ensure the consumer demographics data used through Sky AdSmart is robust, the audience measurement specialist RSMB has been appointed to perform an independent audit of the methodology.

By tailoring the advertising to TV content and information provided by Sky subscribers, advertisements can be substituted with more relevant ones and people should see more of the products and services they’re actually interested in. The development of tools to focus advertising in this way echoes the recent evolution of online advertising.

For example, if a luxury car retailer wants to target the demographic most likely to buy its vehicles, it can advertise to men or women between the ages of 40 and 60, rather than those in their 20s and 30s who might be less able to afford its products. By combining viewer attributes to form thoroughly-profiled audience groups, that retailer can be certain to hit its desired demographic. This benefits not only advertisers, but also viewers who will now see advertising more specifically suited to them.

With the ability to deliver targeted advertising at an individual household level within linear broadcast feeds, Sky AdSmart is an innovative and highly sophisticated service that presents a breakthrough advertising opportunity.

For more information on Sky AdSmart please call 0844 846 4767 or email robert.playford@gforces.co.uk

About GForces

GForces is Europe’s leading provider of digital solutions to the automotive industry. Working with more of the UK Top 200 dealer groups, more OEMs and more international businesses than any rival, we help our clients navigate and maximise their online presence across mobile and desktop platforms.
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Author: GForces (634 Articles)

GForces is Europe’s leading provider of digital solutions to the automotive industry. Working with more of the UK Top 200 dealer groups, more OEMs and more international businesses than any rival, we help our clients navigate and maximise their online presence across mobile and desktop platforms.

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