资源描述
1AdSmart: 5 years & forward 2AdSmart: Five Years & Forward The following paper delivers insights collated from five years of learnings into the UK addressable TV market through Skys AdSmart technology. Data is obtained through Sky Media and third-party research partners BVA BDRC, Differentology and Affectiva including ground-breaking facial coding and emotion analytics.The paper also looks at the wide range of categories and brands that have used AdSmart and celebrates passing 1000 businesses who have used TV for the first time because of AdSmart. The paper also covers the expansion onto the Virgin platform meaning a 40% reach of UK households and looks at opportunities and developments in the AdSmart proposition with Jamie West Director of Strategy & Capability, Sky Media.3The Power Of TV For All 4The AdSmart Journey 5The Story So Far 8The Research 10Different Challenges, Same Smart Thinking 13Case Studies 164We all love TV. From Game of Thrones to the Great British Bake Off, TV never fails to grab the attention of friends and families who regularly get together to watch big events and everyday programmes on both linear and catch up. TV is a tried and tested environment that builds brands and provides the safety and trust required in todays contentious media landscape.Addressable TV technology gives brands and marketers the ability to reach audiences based on millions of different data points such as demographical, socio-economical, location and behavioural characteristics. Addressable TV has democratised the TV advertising landscape, making TV available to business of all shapes and sizes from McLaren Automotive reaching ultra-high-net-worth car lovers nationally to local car dealers engaging customers within a 3-mile radius of their showroom. This data driven technology also allows advertisers to use their own customer data meaning more effective targeting and evaluation.As Seen on TV is still a byword for credibility and trust that businesses aspire to but barriers like cost and lack of targeting have meant TV advertising was out of reach. Addressable TV has broken down these barriers. AdSmart gives businesses access to reap the rewards of the premium and trusted environment of TV with the confidence they only pay for advertising that has been seen in full and by the desired audience. The Power of TV for AllAdSmart is effective at boosting ad recall because targeted audiences are more likely to remember TV adsWhats great is that the whole campaign has cost us under 10k and Christmas saw a 17% increase in sales.George Richardson, Owner Richardsons Garden Centre5The AdSmart JourneyIn the last five years, we have been on a journey to make TV advertising more relevant to more brands. Addressable TV has made huge strides in making it as easy as possible for brands to advertise on TV. There has been an explosion in targeting capabilities which enable businesses to focus on outcomes with an exceptional return rate. Smaller and niche businesses as well as some of the biggest brands in the world are harnessing the power of Addressable TV and were able to prove its working too. With the introduction of our Sky Analytics portal brands can now have quicker access to plan, report and evaluate the campaigns in greater detail - putting them further in control of their advertising.In the next five years, there is a massive opportunity for growth. Addressable is set to accelerate way beyond where it is today to be a regular and stable part of every planners choice for marketing. At Sky Media, we are focused on building greater reach we have a clear line of sight to reach in excess of 60% of UK households.Addressable TV is set to make it even easier for brands to transact. The ambition is to provide a self-serve portal for local businesses and SME advertisers who may be new to TV. Moreover, advertisers can rest assured there is almost zero risk to TV advertising. Meanwhile digital platforms like YouTube and Facebook have proven in recent years that the brand values of advertisers on their platforms can be thoroughly undermined. Addressable combines the brand fame that TV advertising brings, as well as its safety and the ability to target with minute accuracy. Our long-term ambition is mass household reach across multiple countries. With the current rate of change, a world where we have a fully automated system where agencies and advertisers can book from their systems and measure on an ongoing and live basis, is within reach.The Key themes for Addressable TV in the future are:1. Something for everyone2. Addressable now in the mainstream3. Absolute brand safety4. AdSmart as the gold standard of addressable TV5. Opportunities for media agencies and SMEsJamie West Director of Strategy & Capability, Sky Media6#1 SOMETHING FOR EVERYONE Theres an incredible depth to the targeting that you can utilise via AdSmart making TV advertising accessible for everyone from premium car manufacturers to local boiler makers. What businesses really care about is whats right for them and their customers. Addressable TV allows brands to focus on business outcomes. Historically, TV advertising has been about brand awareness and brand fame. Now we are able to compete with all areas in the marketing mix including.#2 ADDRESSABLE NOW IN THE MAINSTREAM AdSmart has now delivered over 17,000 campaigns its no longer a niche product. What sets Sky Media apart is our ability to prove ROI from addressable TV. Through Sky Analytics we can prove effectiveness we are able to transact, interact and understand campaigns. We have learned from the pioneering work of Google Analytics.#3 ABSOLUTE BRAND SAFETY Sky is a compliant, regulated platform and a brand safe environment. A broadcaster can lose its licence if it doesnt comply with the strict broadcasting code. YouTube has proven it can flout the rules. The level of decency that applies in everyday life does not seem to apply to YouTube, to the cost of many. In a world of TV an advertisers brand values will never be put in jeopardy. #4 ADSMART AS THE GOLD STANDARD OF ADDRESSABLE TV Our ambition is for AdSmart to be adopted as a gold standard metric of addressable TV across the globe. You either meet the AdSmart standard, or you dont. AdSmart has now expanded onto the Virgin Media platform meaning over 30 million individuals are reachable in the UK. In a major step forward, NBC Universal has adopted AdSmart branding and the ambition is to adopt capabilities in the US using Skys protocols.#5 OPPORTUNITIES FOR MEDIA AGENCIES AND SMEs For media agencies, whether small or large, addressable TV helps them to solve the business challenges of their clients. Sky Analytics reduces the complexity for agencies and allow them to more effectively service advertisers across multiple media. SMEs have had limited choice dealing with traditional local media local press, radio and search. They can now use TV instead. This applies to small businesses across multiple industries where brands have relationships with their customers.Now PensionsWe saw 61% more sign-ups 32% above the national average growth. Given the positive results we are now live with a second campaign7The research and InsightRevealed in this paper is the most comprehensive research into addressable TV in the UK market. Sky Media is currently the only existing proposition widely used by brands in the UK and as such this whitepaper leverages data and insights from the business in order to formulate findings. Data was verified by BVA BDRC. The research includes findings from 130 campaign effectiveness projects across 5 years which has seen 300,000 Sky subscribers interviewed across 350 different target audiences.Adding a new perspective to the research, Sky Media worked with research specialist Differentology and emotional measurement company Affectiva, deploying a ground-breaking methodology to measure the emotional reactions of AdSmart viewers using state-of-the-art facial coding and emotion analytics software.This research combines to show that campaigns using addressable TV can considerably improve ad impact and effectiveness, regardless of the type of brand and for both established and new to tv advertisers.Key improvements to campaign effectiveness include a reduction in channel switching, higher resonance of brand messaging, greater recall and higher purchase intent.,Lorem ipsumCompanies have used TV for thefirst time because of AdSmart89The AdSmart ImpactSince AdSmart launched in 2014, more than 17,000 campaigns from more than 1,800 different brands have been run. 75% of the UKs biggest brands have used AdSmart from ASDA to Zap brands have found exciting and engaging ways to use the 1,000s of data points to target their audiences. Across AdSmart there is a 70% advertiser return rate meaning its working, and they are coming back again and again.Growing TV and small businesses a milestoneThe Power of addressable TV means that businesses of all shapes and sizes can now access TV whether thats national and niche or smaller and local, the cost of entry to TV has never been this accessible. 75% of our advertisers are either completely new to TV or new to working with Sky. 1/3 of all our campaigns use geographic attributes that arent possible on other platforms, with post code area, county council and drivetime being the most popular. In fact, there has now been more than 1,000 businesses that have used TV advertising for the first time because of AdSmart.More homes and channelsFrom 1st of July, AdSmart will be expanding onto another platform for the first time. With the inclusion of Virgin Media homes, around 40% of UK households will be addressable approximately 30 million individuals making it comparable to the reach of leading social media networks. Since launching on only Sky Channels there are now over 100 AdSmartable channels including the UKs 3rd largest commercial station Channel 5 and a whole host of famous brands from partners including Viacom, NBC Universal, Discovery, A+E Networks and Fox.1,000 businesses have used TV for the first time because of AdSmart49%10
展开阅读全文