Sky AdSmart - Topline IntelSky AdSmart is hyper-targeted TV advertising - viewers can be targeted by postcode, TV package or attributes such as lifestage / household composition etc, or even a combination of the aboveAvailable to Sky TV subscribers with Sky+ HD boxes - 4,893,000 people as of June 2013Businesses buy by number of impressions delivered to a target household. An impression is measured by at least 75% of the commercial being played at normal viewing speed

Sky AdSmart - Pros and Cons

PROSCONSWhat and Who? Advertising should be more relevant to the viewing household TV is aspirational, businesses want to be on TV Innovative within TV advertising Similar offers in the US have shown a drop in channel hopping If you consider that their universe is almost 5million households, and with the knowledge that Sky AdSmart can geographically target by 16 standard TV regions and 15 large metropolitan areas, then assuming that they divide evenly (which obviously it wont, but bear with us..) thats about 312,500 per region - so how many ABC1 Mums in Cardiff for example would a targeted campaign actually reach? Still a high entry cost to produce commercial Will local ads look low budget next to national ads?Why? Encourage businesses whove previously been put off by cost / thought TV was too broad Cost-effective as you pay by impression Trackable results - daily reporting of impressions Can upweight messages to specific audiences How long will it take to build to the volume of impressions bought? What is the entry cost to buy impressions? Do you have to buy a minimum number of impressions?

Sky AdSmart - Pros and Cons

PROSCONSHow? AdSmart commercials are sent to the Sky+ HD box ahead of the break, and the box chooses relevant ads to play out Great for targeting regional offers / sales Appeals to smaller / local businesses Impression only counts if 75% of the commercial plays out in target household at normal viewing speed 13 household types are available Geographically, 16 standard TV regions and 15 large metropolitan areas are available Only available on linear scheduling - not live / catch-up etc You can still skip ads / change channel High ad avoidance - during breaks you are likely to chat / get up - as long as whole ad played it would still count as impression Data is audited by RSMB who audit BARB, but AdSmart itself is not measured by BARB, hence there is no integration with concurrent linear TV campaigns. (A cross-platform rating system is being worked on). Currently only available on: Sky1, Sky 2, SkyAtlantic, Sky Movies, Sky Sports, Sky Arts, Sky Living, Challenge and Pick TVWhen? Reaching people when relaxed & receptive Ensures some control over programme environment e.g. family cars when families likely watching Campaign can run alongside / independently of linear campaign depending on package People increasingly prefer not to watch linear scheduling AdSmart ads cannot go out first in break or back-to-back Ads are not delivered modally, but by when your desired audience is estimated to be watching

Sky AdSmart - Pros and Cons

PROSCONSWhere? In the home - multiple TVs in most houses these days Pubs / bars etc with Sky+ HD boxes Lots of people second-screen, giving the opportunity to look up a company theyve just seen advertised Not portable You are easily distracted in the home / pubs, particularly during ad breaks Are people more likely to second-screen during ad breaks, thereby ignoring the commercials?

Sky AdSmart - SWOTOptimise effectiveness of a linear campaignConcentrate dialogue with a core target audienceCan run a national ad alongside regional targeted versions into relevant homesFirst opportunity to buy targeted TV advertising in the UKSTRENGTHSWEAKNESSESOUR OPPORTUNITYTHE THREATMore affordable entry costs for local / regional advertisers TV is aspirational, some clients will want to try AdSmart to lead the packSmart way for national advertisers to run more than 1 message and put targeted messages directly into the homes of core demographics We can give RAJAR / TGI info on specific audiences and target to them also, but at a much lower entry priceRadio can target modally and you can buy by programmeRadio has much lower ad avoidanceBuy radio to have a great relationship across the whole process - from buying the campaign to developing the creative and receiving a PCARadio is established and trustedHow long will it take to build impressions?TV has high ad avoidance, and an impression will still count even though theres no evidence people have paid attentionCustomers can opt out of AdSmartHow affordable is is for local advertisers?Its estimated it will take 15 years for AdSmart to reach mass market