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.
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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.