Introducing AdSmart from Sky: Advertising made smarter

Delivering your message to the right audience, every time

Thursday 21st of November 2024

Addressable TV, Audience Targeting, Data Partnerships, First-Party Data, Targeted Advertising

2024, Audience Targeting Tips, Educational Resources, Product & Feature Updates

AdSmart from Sky is the addressable TV solution like no other. Unlike traditional ads that scatter like a broad throw, AdSmart strikes with precision, targeting your ideal audience for maximum impact. TV advertising that targets specific households is commonly referred to as addressable TV.

Sky Media delivers TV advertising in two different ways:

Broadcast advertising, which reaches everyone.
AdSmart’s Addressable, which delivers tailored ads to specific households.

Simply put, addressable advertising means showing different ads to different viewers watching the same programme. AdSmart ensures each household sees ads that matter to them, enhancing your campaign’s effectiveness.

AdSmart’s platform reach is unmatched:

AdSmart’s unique capability to target specific households spans a diverse range of platforms, including:

TV channels

A vast network of trusted content

apps

Including Connected TV (CTV) and Broadcast Video on Demand (BVOD) players

devices

From gaming consoles through to mobile

Our success is driven by strong, long-term partnerships with industry leaders

With unique data partnerships like Experian, Dunnhumby, Nectar and connections to 11 top data providers, we ensure precise targeting, giving you access to enriched, accurate data that supercharges campaign performance and delivers more relevant messages to the right audience. Click the icon to explore each section and discover how quality data can elevate your targeting and drive stronger results.

Verified household addresses

Unlike other solutions relying on email addresses, AdSmart targets at the household level with verified addresses for every Sky subscriber, ensuring precise and reliable ad delivery.

Engaged audiences

AdSmart ensures your ads reach active viewers—ads are only served when TVs or set-top boxes are on, so you can be confident your message is seen.

Exclusive 1st party data

Sky uses its own leading 1^st party data from customers, viewers and web users, offering unparalleled insights and targeting precision.

Partnerships with leading data providers

Our partnerships with Regit, Captify, MasterCard, Experian, CACI, Dunnhumby and Nectar enrich our data, boosting targeting accuracy and ad performance.

Reach the exact audience you need, in the locations that matter the most

All this data powers our vast range of targeting capabilities, with over 1 billion possible combinations. Here’s a snapshot:

SOCIO-DEMOGRAPHICS & LIFESTYLE

Household composition, life stage, financial status and vehicle ownership

GEOGRAPHICAL

BARB region, municipalities, local authorities, postcode area and sector

BEHAVIOURAL

Purchase data, home mover status, TV viewing behaviour, online search behaviour

CUSTOM

Matched with advertiser data to reach existing clientele, or exclude

Precision at scale

The true power of these capabilities comes to life when applied to real-world audiences and use cases. Here are some examples of how AdSmart delivers exceptional reach and relevance:

Reach 2m Premier League fans, beyond the game

Sky’s exclusive 1st-party data reveals the highest levels of fandom across multiple categories, including football. By combining data from frequent Premier League viewers and those actively seeking updates on Sky Sports apps and websites, we reach these fans not just during the game but beyond it.

Connect with 7,000+ senior business decision makers in the comfort of their own home

Reach over 7,000 business owners with 50+ employees – 4x the number on the London Stock Exchange. By leveraging Sky’s unique data, which matches subscriber household addresses with Companies House records, advertisers can target these hard-to-reach, time-poor professionals, while they unwind at home.

Access exclusive data from digital car garage, Regit

Leverage our unique partnership with Regit, the UK’s leading digital garage, to build tailored audiences, including those interested in electric or hybrid vehicles. Regit tools and browsing data help advertisers target this niche market effectively.

Customisable geo-targeting

AdSmart matches any delivery service catchment area, from a 2-mile radius around a store to a 15-minute drive from a restaurant. Household-level targeting ensures your ads reach the right audience, wherever they are.

Harness 1st party search behaviour targeting

Through Captify, a leading provider of search intelligence, businesses can leverage geo-targeted 1st party household search behaviour data. We match detailed search intent and behaviour patterns with Sky’s household data, ensuring highly relevant and personalised ad delivery, focusing on individual search patterns and geographic context for optimal marketing.

Leverage ESG-driven consumer insights

Find those most likely to base their purchase decisions on environmental factors. Advertisers can drive engagement with those inclined towards sustainable businesses, enhance their messaging’s impact and reach audiences across live and VOD platforms.

With AdSmart, you’re not just advertising – you’re connecting with your ideal audience in smarter, more meaningful ways. Our precise targeting, powerful data partnerships and cutting-edge ad delivery technology make it easy to amplify your campaign’s impact.

Curious about how AdSmart can work for your business? Let’s chat! Get in touch today and discover how we can help you achieve your goals.