The sales house launched Sky AdSmart in 2014. It gives advertisers the ability to target TV ad campaigns to specific audiences. Sky Media now has over 1,400 targeting attributes, up from the 1,400 it held at launch.
Campaigns vary from McLaren automotive using TV for the first time targeting just 2% of the population to a hay fever campaign only activated in regions with a high pollen count.
Graeme Hutcheson, Director of Digital and Sky AdSmart at Sky Media said: “Addressable TV is growing the TV ad market by allowing brands of all shapes and sizes to harness the power, effectiveness and brand safe environment of TV. Because of Sky AdSmart, smaller and niche businesses are now able to compete with national brands on an even playing field. We would like to thank all our customers for their continued support and look forward to working with many more businesses that are yet to tap in the hugely successful approach to TV advertising.”
Clydesdale is using its campaign for regional targeting to serve ads to households in Birmingham and London with young professionals, high income families with children and middle-aged families.
Helen Page, Group Innovation and Marketing Director at Clydesdale, said: “AdSmart makes TV trackable and measurable and we have seen real benefits from the start. We’ve used AdSmart to support the promotion of our digital banking app B and it’s helped us to target specific audience segments while providing the insight needed to follow through to conversion.”
Earlier this year, Sky and Virgin Media announced a strategic partnership that will enable businesses further from advanced TV advertising across both Virgin TV and Sky platforms.