Sky has worked with 750 advertisers undertaking over 3,000 campaigns on Sky AdSmart since it was launched just under two years ago.
Significantly, said Daniel Stephenson, Sky AdSmart – controller, Sky Media, speaking in a session entitled The Science of Targeting, 65% were new to TV and 70% new to Sky.
Stephenson added that while linear TV is still “the big beast”, what Sky is doing is creating new demand and everything has to be seen within the context of how it complements linear TV.
Although addressable TV is still a relatively new medium, Sky AdSmart has been able to deliver 30, 40 or even 50% uplift since advertisers began to also introduce their own data to that already used by Sky six months ago.
Looking to how the situation will look in a year’s time, Stephenson said he hoped more advertisers and brands embrace addressable TV.
He would also like to see them embrace creative opportunities and the need to tailor their message.