Sky Media – a division of media and telecoms conglomerate, Sky – has announced its addressable TV solution for tailoring the idents of sponsored content. According to the company, Smart Sponsorships allows brands to create specific and relevant idents for sponsored content, and harness Sky’s third-party information (combined with any first party data brands have) to target chosen audience segments.
The solution enables brands to tailor their campaigns around target locations (from country, county, city, down to the postcode level), as well as the demographics and estimated affluence of the household, and change which content is played for the sponsor media depending on who is watching. For example, Sky Media says that “a car brand could change the car model featured depending on the affluence or life-stage of the household, or change the scenery and voice-over depending on location.”
Smart Sponsorships is powered by the same technology as AdSmart, Sky’s addressable TV solution which launched in the UK in 2014 before expanding to European markets three years later. Sky Media says that brands using AdSmart have seen a 48% reduction in tune-away during ads, a 35% increase in engagement and a 10% increase in spontaneous recall.
Dev Sangani, Advertising Capability and Strategy Director at Sky Media, says: “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 will help brands create even more effective partnerships with our shows and channels.”
