What is Sky AdSmart? Imagine being able to insert a television commercial for your local business into a carefully selected group of Sky channels with specific appeal to your target demographic, without having to buy a traditional national campaign. Imagine being able to show a commercial for a special local offer to selected postcodes, age-brackets, or household incomes. How about only showing a commercial advertising dog food to homeowners who own a dog; or an insurance ad only to homeowners whose policy is due for renewal? Imagine the cost-savings associated with such targeted advertising.
All of this is now possible. Sky AdSmart can serve different ads to different Sky households watching the same programme, at the same time. The delivery method takes advantage of Sky+HD boxes – now the majority of Sky’s installed receivers – which will store commercials that have been downloaded via the satellite stream. When a customer’s profile matches attributes selected by an advertiser, the box will seamlessly substitute the more appropriate commercial. The Sky+HD box becomes a dynamic ad server.
At a recent business networking event I was evangelically spreading the word about Sky AdSmart and found it to be greeted – from those in advertising – with wide eyes and genuine excitement. Despite the enthusiasm I also talked to a couple of sceptics, “I never watch the ads, I just grab the remote and skip right past them.” I’m sure anyone in the television commercials business can associate with that line of conversation, and no amount of solid statistical evidence will ever convince refuseniks that they are actually in a very small minority. Sky AdSmart has a pleasing feature to finally silence those naysayers. If a viewer skips more than 25% an AdSmart commercial (or fast-forwards through it) the advertiser doesn’t get charged for the insertion. As with online advertising and VOD, your commercial is delivered on a Cost Per Impression (CPI) basis. So, you can now tell those ‘skippers’ and ‘fast-forwarders’ that they’re actually saving advertisers money by opting out.