Being one of Britain’s biggest TV providers, it was no surprise when Sky launched its AdSmart offering back in 2014 as a way of upping the ante in the digital TV advertising space.
"With AdSmart, it’s possible to serve a TV-style ad across all of Sky’s well-known channels (think Living, Atlantic and One) using precision targeting akin to digital media channels like programmatic."
AdSmart is the revolutionary approach to TV advertising, which businesses of all shapes and sizes can benefit from. With AdSmart, it’s possible to serve a TV-style ad across all of Sky’s well-known channels (think Living, Atlantic and One) using precision targeting akin to digital media channels like programmatic.
For example, households can be selected based on factors such as age, location, lifestyle or even if they have a pet. The content shown to these audiences in their living rooms will be tailored to them and allows brands to reach their target audience without any wastage.
So of course, we decided to trial Sky AdSmart for Catalyst Homes as part of its quarterly campaign mix. Our objective was simple; to tell first-time buyers in London and the Counties that Catalyst has homes available for everybody. Catalyst Homes also wanted the advert to push response via the other digital media channels that were live. The integrated campaign therefore working as a whole, with the Sky activity having a multiplier effect on the other channels.
A joint effort between Focus IMC to plan and execute the creative, and Focus on Media to strategise and book the campaign, meant another smoothly delivered project completed. Results found that the campaign enabled us to reach audiences that our traditional channels (and competitors) wouldn’t normally reach. For example, the average target household saw our advert on average 5.3 times with 624,908 ads served in this time period. Google Analytics paints an even brighter picture with web visits showing a 34% increase and a staggering 54% increase in goals.
Did it pay off and would we do it again? Put simply, yes. Sky offers an incredible opportunity that opens up TV advertising to brands that may have discounted it previously due to cost, or indeed targeting reasons. The proof really is in the pudding and ours come in data form.
"Results found that the campaign enabled us to reach audiences that our traditional channels (and competitors) wouldn’t normally reach."