Sky Media Unveils Innovative Programmatic Audience Match Tool
The sales division of Sky, Sky Media, has announced the introduction of a new programmatic Creative Optimization feature targeted at performance and response focused TV advertisers. Together with Adalyser, this tool leverages Sky’s ability to correlate online activity with TV ad viewing. It looks at the genre, channels, time of day, and day of the week, and while the campaign is running. It dynamically matches the most appropriate ad creative to the most responsive audience. As close to the transmission as feasible, the tool can then automatically update the spot schedule and modify the ad selection based on message, product, or call to action.
How does the new programmatic tool work?
The tool can choose and position an advertisement based on message, product, or call-to-action when a range of creative is provided. For instance, changing the call-to-action from a spot-on Sky Sports to one for food programming on Sky Arts might result in better viewership. Utilizing the tool raises campaign response rates by about 18%, according to tests conducted with brands thus far. Working in tandem with Adalyser, the tool makes use of Sky’s Web Attribution tool to connect TV ad viewing to online activity and purchases. The broadcaster and its sales division have made a number of changes to increase their ability to reach advertisers, and the addition of Creative Optimization is the most recent.
Read More: Disney+ Introduces First-Party Audience Targeting, Programmatic Buying Via PMP
Sky’s Web Attribution Tool
With its ability to connect spot placements to online activity and purchases, Sky’s Web Attribution tool is well-suited for this. Using this information, an airtime schedule can be modified to give clients the most successful campaign possible. For instance, one creative might perform better during the day than another during peak hours, or one call-to-action might elicit better responses from viewers of culinary programming while another might be more effective at content monitoring.
Sky Media’s other ventures
In an effort to collaborate with other broadcasters and facilitate the purchase of ad slots by brands in this highly competitive market, Sky Media signed up for a trial period in July with ITV’s addressable platform, Planet V. Sky also introduced AdSmart targeting capabilities in August, allowing businesses to target particular audiences based on their online search habits and locations.
Here’s what they said
Cath Crow, head of performance at Sky Media said,
We know from speaking with advertisers, that making sure every pound and ad placement count is essential in today’s climate. So, putting the best ad in front of the most responsive audience makes a massive difference. Being able to earn as the campaign runs and generate the best results in broadcast TV is a great step forward for advertisers. At Sky we continue to bring some of the best features of digital into the premium, big screen, brand safe world of TV.
Read More: Paramount Launches Conduit that Directly Integrates Major Programmatic Platforms
Sky Media To Launch Addressable ‘Smart Sponsorships’
Sky Media is bringing a new epoch of ‘smart sponsorships’ by introducing the addressable TV technology that underpins its AdSmart solution, which only plays ads when specific audiences are viewing, to sponsored content.
The satellite broadcaster claims its addressable powered broadcast sponsorships would allow businesses to build targeted and relevant idents for specific audiences using either their own customer data or Sky’s third-party information.
The technology will allow companies to select precise target locales down to the postcode level to interact with consumers in a more substantial manner, opening up the possibility of fine-tuned geographical campaigns.
Interesting Read: Connected TV Explained: The Essential Glossary Of CTV
Sky, for example, highlights the potential for a car company to promote certain models based on the household’s status or demographics, as well as the ability to change the landscape and even the accent used in voiceovers based on geography.
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 and engaging content, this latest innovation in our exciting roadmap will help brands create even more effective partnerships with our shows and channels.”
Sky Media expects that the technology will do for sponsorships what AdSmart has done for advertising, with businesses reporting a 48 percent decrease in tune-out, a 35 percent boost in engagement, and a 10% rise in spontaneous recall after using addressable technology.
Also Read: The Ultimate A-Z Glossary Of Digital Advertising!
