Sky is about to revolutionise sponsorships across its channels, thanks to an update to its AdSmart technology. Dubbed Smart Sponsorships, the new technology will allow Sky to tailor the sponsor for a particular show, movie or sporting event based on a specific location – down to your local postcode area – or other customer data held by advertisers. This marks the first time that broadcasters have been able to swap-out creative messages depending on which household is watching.
As it stands, households across the country – no matter the age demographic, location, or other factors – all see the same clip from the sponsor when returning from an ad break. But with Smart Sponsorships, commercial partners would be able to change the message based on who is watching the show. For example, a car brand could change the model being shown in a sponsorship clip, based on the life stage of the household or the affluence.
App-based takeaway brands could change the featured restaurants in their sponsorship clips based on the chains available in your local area – even including a well-known local restaurant. If the service isn’t available in a particular city, for example, the messaging could be specifically tailored to help judge interest in a future launch.
“Using their own data, advertisers could also deliver different creative to current and lapsed customers,” Sky claims in the announcement of its new Smart Sponsorships. That means broadband companies could air different commercials depending on whether the advert will be seen by customers who are already subscribed to their service, or recently quiet to move to a competitor. This is the sort of granular control afforded to brands on social media websites, like Facebook. However, these kind of tweaks haven’t been possible on terrestrial or satellite television.
However, broadcast television has been a more one-size-fits-all approach, until now.
Speaking about the new developments, Advertising Capability and Strategy Director at Sky Media, Dev Sangani 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 and engaging content – this latest innovation in our exciting roadmap will help brands create even more effective partnerships with our shows and channels.”
Sky’s own data shows that, across thousands of AdSmart campaigns, advertisers have seen a 48 percent reduction in tune-away, 35 percent increase in engagement and 10 percent increase in spontaneous recall when using addressable technology. First launched back in 2014, AdSmart uses underlying technology now owned by Synamedia and
is available across Sky and Virgin households on some 100 channels.
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