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AdSmart gets the Special Recognition Award at The RTS Craft and Design Awards

The RTS Craft and Design Awards were presented on Monday night and saw Sky walk away with an amazing nine awards, including the RTS Special Recognition Award.

This year’s Special Recognition Award, awarded by the board of trustees, was awarded to AdSmart. It is a truly amazing achievement for an advertising product to be recognised for its contribution to broadcasting.

Over the course of TV history there have been many significant technological milestones, but very few led by an advertising development. Since Gibbs SR toothpaste (the first ever TV commercial), TV ads have retained their unrivalled position in the market, one that we are reminded of more than ever this time of year.  ‘As Seen on TV’ became seen as a stamp of approval and trust – that you were big enough to be able to afford to advertise on TV. TV therefore was seen as the reserve of the big spenders and was too expensive, broad and wasteful for everyone else.

However, what was originally planned as a project to deliver relevant promos, evolved into a 7 year, £100m project that fundamentally changed TV advertising for good.

In 2014 Sky launched its addressable TV platform, AdSmart, and in the last 5 years has gone on to transform who and how TV advertising can be used. A major technical achievement able to seamlessly, with frame-by-frame accuracy, replace ads in live linear content across millions of homes simultaneously based on almost unlimited audience and location attributes. Effectively turning set-top boxes into local ad servers, this massively complex project would level the playing-field without anyone really noticing.

Addressable TV has democratised the advertising landscape. This year Sky released the collective findings from nearly 20,000 campaigns – from reducing channel switching in ad breaks by nearly half, increasing ad engagement and enjoyment by a third, and with 70% of brands using the platform ‘new to TV’ it’s delivered on its promise to make TV advertising available to businesses of all shapes and sizes. And attracting new money into TV means that the virtuous circle of investment equals more money into producing world class UK content and shows.

Not only is this ground-breaking in the UK but it’s also leading the way globally – Comcast, Sky’s new owner have now adopted the AdSmart brand and it’s recently been announced that both Channel 4 and the BBC will be using the technology too.

Sky also performed well in other categories – Chernobyl picked up six awards including Costume Design: Drama, Production Design: Drama, Music: Original Score, Makeup Design: Drama, Photography: Drama and Comedy and Sound: Drama.

Brassic received the award for Picture Enhancement, Master of Photography was awarded for Multicamera Work and The Heist won the award for Editing: Entertainment and Comedy.

A full list of winners can be found on the RTS website: https://rts.org.uk/award/craft-design-awards-2019-sponsored-gravity-media.

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