Sky is to use its AdSmart technology to allow brands to tailor their sponsor credits through Sky’s 3rd party data or advertisers’ own 1st party customer data.
The new Smart Sponsorship opens-up the possibility of more local creative executions and opportunities – meaning programme or channel alignment can be bought for specific locations such as country, county, city, local authority area or even postcode area.
It’s the first time a broadcaster has been able to seamlessly swap out a more relevant creative message depending on which household is watching. This means a car brand could change the car model featured depending on the affluence or life-stage of the household, or change the scenery and voice over depending on location.
Dev Sangani, Advertising Capability and Strategy Director at Sky Media, said, “AdSmart pioneered the use of TV addressability and that same technology will help do the same for Sponsorships. With rich data, exciting creative possibilities and trusted & engaging content – this latest innovation in our exciting roadmap will help brands create even more effective partnerships with our shows and channels.”
Launched in 2014, AdSmart using technology now owned by Synamedia, AdSmart is available across Sky and Virgin homes on over 100 channels. In 2021, over 450 brands came to TV for the first time because of AdSmart with a return rate of 73%.
