How you could use it
Sky AdSmart can be used in numerous ways to improve advertising communication effectiveness. For example:
Adding unique cover / reach
To extend the unique reach (cover) of a linear broadcast campaign
A linear TV campaign could receive a boost of unique reach by using Sky AdSmart, in any situation where cover is less than universal, e.g.
- Small or medium–sized campaigns
- Campaigns with a low weekly strike rate
- Campaigns with a strong regional bias needed, or needing counter-balancing
- This example assumes that the additional cover is similar in composition to the existing target – more 16-34 Adults on a 16-34 Adult-bought campaign, for example
To selectively extend the unique reach (cover) of a linear broadcast campaign
A linear TV campaign could receive boosts of selective reach by using Sky AdSmart, in any situation where extended cover amongst specific and discrete sub-groups is desirable.
For example, a conservative savings product might be ideal for students, stay-at-home parents and pensioners. A TV buying audience of Housewives aged 16-44 could be supplemented by more precise Sky AdSmart audiences accordingly. To add a secondary core target audience
To add a secondary core target audience
For example, a conventional linear TV campaign aimed at the affluent might conceivably be bought targeting ABC1 Men. Sky AdSmart could be used to focus on affluent people, ensuring that wealthy households, i.e. those containing the minority of ABC1s with high income or valuable assets, whether male or female, are addressed directly.
Treating different constituents of the TV buying audience differently
The next two examples assume that there are reasons for using the TV buying audience as a preferred currency and/or reporting metric, for instance to make it comparable with other media or TV broadcast activity; or because the campaign in question appeals to a broad target audience.
Treat one part of the TV target audience differently
Sky AdSmart can be used to pursue a different communications strategy aimed at one part of the TV buying audience: higher frequency; longer campaign; etc.
Different creative for different criteria of audience
Media agencies can use Sky AdSmart to tailor different messages to different parts of the TV buying audience. E.g., variations by region; income; Lifestage.
Define targets within but unrelated to the TV buying audience
Sky AdSmart can be used to pick multiple discrete sub-groups of the TV buying audience and treat them differently. E.g., regional variations of a national campaign.
Define targets unrelated to the TV buying audience
The advertiser/agency can use Sky AdSmart to reach multiple discrete sub-groups, without buying a linear TV campaign. The audiences reached might, or might not, have been in the putative TV target audience that would have applied.
Define multiple targets unrelated to the TV buying audience
The advertiser/agency can use Sky AdSmart to reach multiple discrete sub-groups, and treat each of them differently, when buying a linear TV campaign.
Targeting the core audience
Conventional BARB TV buying audiences are usually used as convenient and measurable surrogates for the ‘real’ audience. They are extremely useful, but there are circumstances in which they lack the required finesse or subtlety.
Advertise only to core target audience
The advertiser/agency can use Sky AdSmart to target a ‘core’ audience only.
Super-serve core target audience
The advertiser/agency can use Sky AdSmart to treat the ‘core’ audience in an exceptional way, however defined: saturation cover, high frequency, special offers, multiple creative treatments…
To treat more viewers as the core target audience
The advertiser/agency can use Sky AdSmart to target a ‘core’ audience, but the size of the core can be varied according to the criteria chosen. Sky AdSmart can be used to super-serve the core 10% of customers, or the core 33% of customers, for instance.
Re-focus on actual core target audience, not TV buying audience
The advertiser/agency can use Sky AdSmart to draw exposure back to the true ‘core’ audience, instead of unintentionally excluding some elements of it with a linear TV campaign.
Avoiding wastage
To actively exclude particular audiences
Unlike most advertising which is seen by whomever happens to be present, Sky AdSmart can be restricted to some very specific households. Not all campaigns benefit from ‘wastage’ – for some, it is certain to be wasted if not seen by specific households.
Copy-driven buying strategies
Sequential
Using timing parameters to their full effect, a campaign of sequential exposure (e.g. exposing an audience to Copy 1 / then Copy 2 / then Copy 3 / then Copy 4) can be pursued with a high degree of confidence that the delivery will be achieved by individual household, rather than just on aggregate.
Exposure-driven buying strategies
Frequency capping
Sky AdSmart provides TV buyers with control over the frequency and dispersion of viewing. For example a campaign can be frequency capped to 5 views in a household, with a specific instruction that those views must be no less than 3 hours apart, for instance, irrespective of channels they are watching.
The technique can be combined with others; so Copy 1 can be shown exactly 4 times, then stopped; Copy 2 can run 8 times with two-day intervals, for instance.
