Advancements with the innovative Sky AdSmart

Advancements with the innovative Sky AdSmart

Last month, we went along to Cardiff Bay for a conference on the new innovative features provided by Sky AdSmart. We were excited to learn the further enhanced opportunities and possibilities for our clients created by these new features. Working with Sky AdSmart we can help our clients – Select the specific audience they want to reach Restrict who sees the advert to a specific region, city or postal are Show an advert only when the defined audience is watching With the new features of Sky AdSmart the possibilities are endless, particularly with their MasterCard Advertising Insights, Dunnhumby partnering and TECI Targeting. So what will these new features mean for our clients and fellow advertisers? MasterCard Advertising Insights that are now available when purchasing Sky AdSmart enables you to deliver addressable TV based on location & aggregate purchase data. This is done via insight drawn from actual transactions. The feature also analyses timely relevant data based on current spending patterns. Targeting segments are informed by activity from more than 24 million payment cards and around 1.5B UK transactions. The MasterCard Attributes are broken down into six primary segments which all can be broken down further into sub-segments, from flights and travel to sports and entertainment. Sky’s partnering with Dunnhumby enables Sky AdSmart campaigns to run on Tesco ClubCard segments also – 18m Tesco ClubCard Households 7m Sky AdSmart Households 5m Matched Dataset Reach and Evaluate Households based on their previous and future purchase behaviour Finally, Sky has also developed the future of segmenting Sky households into groups based on their adoption of new technology. This is called TECI Targeting...
Go Air Trampoline Park has landed in Manchester!

Go Air Trampoline Park has landed in Manchester!

We’ve been extremely busy over the last couple of months, helping Go Air launch Manchester’s biggest trampoline super park. We started working with Go Air early in 2015 with the launch of the first site in Cardiff in October 2016. Manchester is Cardiff’s black-and-yellow sister venue, and we’ve been working hard to implement a high impact launch campaign to a wide audience in this location. With 200 wall to wall trampolines, battle beams, giant air bag and bounce basketball Go Air in Manchester has something for everyone. The park even hosts fitness classes and is available for public birthday parties. Go Air were keen to target all adults including families with children and teenage groups to raise awareness of the park’s opening over the Easter break. The team required our expertise on effectively reaching their audience in the right places at exactly the right time, through the most cost effective means. We put together a targeted campaign that included airtime on popular Manchester radio stations Capital North West and Key 103, along with a Drive Time promotion on Capital to build anticipation and excitement around Manchester’s largest trampoline park. Click here to see Capital North West hosts Rob and Wingman at Go Air Manchester. In order to be precise in reaching families with children we included adverts and a competition in the Manchester edition of the Primary Times which is distributed to Primary schools and families specifically. To ensure we were remaining targeted and producing minimal wastage we took advantage of the precise geo-targeting technologies provided by ITV Player. We ran a campaign delivering impressions to all adults with children...
Why are your neighbours seeing different TV ads to you?

Why are your neighbours seeing different TV ads to you?

Thanks to the super advanced targeting technologies of Sky Adsmart, you and your neighbours could be watching the same TV content but being served different advertising messages in the same ad break. Sky Adsmart revolutionised the TV advertising landscape in 2014 for the first time allowing local businesses and brands to engage with local audiences as they’re watching their favourite television shows. 73% of the 750 businesses to advertise on the platform over the past 2 years had never before advertised on TV. Adsmart provides a unique, affordable and efficient opportunity for businesses to reach their desired audience. Beyond highly specific location targeting, Adsmart lets advertisers choose household type factors, such as the age, gender and affluence of the homeowner. This is welcome news for both the consumer and the advertiser! For consumers, this means that instead of seeing universal (often irrelevant) advertising messages within an ad break, you may now be served with pertinent and targeted TV adverts applicable to your personal situation – which could be completely different to that of your neighbour! You may be a family with two teenage children and a dog, whereas your neighbours are a young couple living in their first home. Your needs as consumers versus theirs will probably be different, and advertising now recognises this! For advertisers, this is also TV advertising implemented in an entirely different way. This is an ingenious platform far more cost effective and efficient at engaging consumers. With this technology you can genuinely reach exactly the right audience, in exactly the right place, at exactly the right time, which ultimately enhances the chances of seeing...

Sky AdSmart enhances its highly targeted services…

Great news for small, niche and local businesses! From this month, advertisers will be able to deliver television adverts into Sky homes on an area postcode basis. Advertisers can now be even more specific in targeting audiences; basing delivery on the first two letters of a postcode in addition to the existing location based targeting offered by Sky. Whereas location based targeting allowed advertisers to select audiences based on TV regions or metropolitan areas such as Cardiff, Manchester or London, this new system is highly specific and therefore extremely cost-effective for businesses. This type of specificity hugely minimises wastage and allows advertisers to talk directly and efficiently to preferred audiences. This is fantastic news for smaller businesses who might have previously considered television advertising too expensive with too much wastage for their media budgets. Allowing more accurate targeting is designed to encourage more brands to enter the TV advertising market and take greater control over their campaign budget. Sky AdSmart works by tailoring the content of TV ad breaks according to household profiles and locations. This makes television advertising far more accessible for smaller organisations with precious media budgets, local businesses and those that cater to highly specific, niche audiences. New developments to the AdSmart service will include targeting via attributes such as ‘pet ownership’ and advertisers will be able to fine tune their targeting further by creating their own custom audiences using their customer data. If you would like to find out more about how you could get your brand and business onto TV contact The Media Angel today. Reaching your highly specific audiences, in the comfort of...

Secure Law’s Sky AdSmart TV campaign launches today!

Today, the Media Angel has helped Secure Law launch their first TV campaign, highlighting awareness, and seeking out victims of medical negligence… The aim of the campaign is to help reassure individuals or family members of those who may have had problems with a trans-vaginal implant or hernia repair mesh implant, or those who have been fitted with a Metal on Metal hip implant, that Secure Law have a team of lawyers led by Dr Sarah-Jane Richards ready to help. All of whom are sensitive to the issues involved and experts at what they do. We helped Secure Law to hand-pick their target audience using Sky AdSmarts unique audience selection technology. In order for Secure Law to reach their target market they defined their campaign not only by location, choosing a small micro region Cardiff and the South Wales Valleys and Bristol (so no wastage) but also by females aged 35 -55+ who are their key audience. Alison, Managing Director at The Media Angel said: “This is fantastic for our client, as they are only paying for their exact target audience to see their adverts.” The TV adverts are part of a blended advertising campaign currently running for Secure Law including billboard and radio...

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