What is Sky AdVance?
In 2015 Sky Media launched Sky AdVance, a platform which will allow advertisers to deliver the right ad, at the right time, in the right sequence and on the right screen.
Until now multi-platform campaigns have been more integrated in conception than in execution, but by directly connecting TV and online audiences Sky AdVance represents the biggest change in media buying since the emergence of online.
There are many ways that Sky AdVance can be used:
- Extend the reach of a spot campaign digitally, reaching those that haven’t seen the TV creative
- Reinforce a TV campaigns by showing it again online
- Amplify sponsorships and deliver digital campaigns based on TV viewing habits
- Tell stories – ensure creative is seen in the order you intended
Sky AdVance Explainer
Watch our Sky AdVance explainer video to see how it can help you deliver your campaign across devices at the right time, in the right sequence and on the right screen…
Sky Media’s understanding of viewing behaviour, combined with multiplatform and device data, means advertisers can address the most relevant and interested audiences via whichever screens they’re using, without encroaching upon viewer privacy or harming the overall viewing experience. Sky AdVance allows TV to digital and vice versa, connecting content, context and creative. To make all this happen Sky AdVance partners with third-party technologies to deliver efficient media buying.
At the heart of Sky AdVance is data – Sky Media has expanded its TV audience measurement capabilities to now gather data from 3 million households, providing second by second viewing data. This massive scale allows insights from the Sky platform covering over 500 TV channels, providing programme, spot and sponsorship viewing as well as recency and frequency data. This combined TV, online and mobile knowledge opens the door to advanced cross-platform understanding and delivery.