Sky targets B2B firms with addressable AdSmart push

Sky Media is aiming to convince B2B brands of the power of addressable TV with the launch of a new campaign for Sky TV’s targeted platform AdSmart, which allows businesses to tailor their campaigns and pick relevant households to view their ad.

With 30,000 individual campaigns already run, Sky claims advertisers have achieved a return on investment of up to 70:1. With access to thousands of locations and household attributes, the firm insists the platform makes TV advertising more relevant and affordable for businesses of all shapes and sizes.

Created in partnership with creative agency Horse’s Mouth, the new animated ad has 22 tailored variations, personalised to each region, including local towns and regional accents, showcasing the tools and levels of targeting that AdSmart can offer.

AdSmart technology is available across Sky and Virgin homes. Sky Media is working with hundreds of local creative agencies who are expanding their capabilities and attracting new business through the production of high-quality and cost-effective ads.

AdSmart director of local and development David Sanderson commented: “Thousands of businesses who thought TV advertising was out of reach, have now used AdSmart to grow and stand out from their competition.

“When businesses understand they can advertise to specific postcodes or households, alongside some of the world’s largest brands, without massive budgets, a lightbulb goes on.

“More and more SMEs are realising this and we’re seeing on average of two ‘new to TV’ businesses joining AdSmart every day. This campaign will help spread the AdSmart impact, affordability and accessibility word even further.”

TOPICS:addressable TV data-driven marketing TV advertising