Sky Media is pulling out all the stops to get brands to sign up to addressable TV advertising, with a new study showing the channel delivers greater awareness and more website visits than its linear counterpart.
The “Addressable Advantage”, powered by Sky Media’s proprietary effectiveness databank “Norman”, analyses outcomes from 2,400 campaigns across 535 advertisers between 2020 and 2025.
Drawing on household-level data from Sky’s 5 million-home panel, it is claimed the research represents one of the most comprehensive addressable TV effectiveness studies in the UK.
It reveals that, compared with linear TV alone, addressable campaigns deliver a 2.1x uplift in awareness, with modelling showing a +121% increase in aided ad recall, as well as a 3x uplift in incremental web traffic.
The study is built on household-level derived outcomes rather than proxies such as award entries or market mix models. It focuses specifically on addressable TV campaigns and includes results from both top- and lower-performing campaigns to provide a representative view of real-world effectiveness.
Norman combines historic campaign data with multivariate modelling to identify the factors most strongly associated with campaign success. By evaluating both fixed criteria (such as category and business size) and variable campaign elements (including budget, frequency and targeting strategy), it is claimed the framework enables expected campaign performance to be estimated before launch.
Beyond overall uplift, the research provides detailed guidance on how advertisers can maximise addressable TV effectiveness.
Analysis of performance variance across campaigns highlights several consistent drivers: Top-performing campaigns use an average of 3.5 targeting attributes, versus 3.0 for lower performers; campaigns leveraging first-party data drive up to 8x higher sales uplift and 6x higher incremental visits; and trust is a leading emotional driver of both brand and web outcomes.
Sector-level insights also show that different targeting strategies drive stronger performance by category. For example, financial attributes are particularly effective in travel campaigns, while lifestyle attributes deliver strong results in household equipment categories.
The report cites a number of clients which have benefitted from adopting the technology, including Mazda, which added automotive targeting to its TV campaigns and saw a 27% increase in efficiency, and more than 4,000 additional web visits driven by TV activity.
Meanwhile, Center Parcs (pictured) used customer data to segment lapsed bookers and modelled prospects, delivering 15x ROI among lapsed bookers and 5x ROI among modelled prospects
The report maintains that first-party data and precise targeting can unlock significant performance gains across different audience segments.
Sky Media director of insight and effectiveness Matt Hill said: “The Addressable Advantage is an important addition to the industry’s effectiveness research, filling a key knowledge gap on the efficacy of addressable TV for SMEs through to major household brands.
“This databank, affectionately known as ‘Norman’, will enable Sky Media to provide advertisers greater certainty around TV’s outcomes, helping remove barriers and enable TV to compete more effectively for lower funnel or data‑driven budgets.
“Above all, it shows that every advertiser should be considering addressable TV in their media plan.”
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