Latest news: Sky AdVance has been verified by ABC, the Audit Bureau of Circulation for the methodology. To find out more visit www.abc.org.uk

Sky AdVance is our ground-breaking solution that connects TV and ad viewing data to the digital world.

It can be used to amplify your TV campaign by extending your reach online to those who haven’t seen your ad or reinforce your message to those who have, to give additional frequency or a different message.

You can also create your own online targeting profiles based on content, channel or event viewing.

Find out more below:

Amplify your TV Campaign

Audiences defined by ad exposure across linear, sponsorship, VOD & AdSmart from Sky which allows you to:

Extend the reach of your campaign online to those that haven’t seen it on TV
Reinforce your TV message online giving additional frequency
Drive response by adding a click-through, sequential call to action to your brand campaign

Content Targeting

Bespoke audiences defined by the content they watch and platforms they use, meaning you can use:

Content: target your audience online based on the genres, channels and shows they love (including BBC, ITV & C4)
Key Events: reach highly-demanded audiences to key TV events, using both TV and web browsing data
Platform Habits: target on viewing behaviour like box-set bingeing or on-demand viewing

Case studies

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TV Passion Point – John Lewis wanted to really expand the reach of their TV campaign therefore targeted light TV viewers to drive their campaign message online and boost click through to site. This led to an impressive 86.42% VTR.

Supercharged Sport – Delta Airlines sponsored The Masters in 2021 and wanted to target an audience of people passionate about golf to reinforce their brand. A supercharged audience of golf fans on TV and those browsing Sky’s online Masters’ and golf content on web and app was perfect for them. With this audience we reached over 278k golf fans and delivered exceptional 79% VTR.

Jameson used Sky AdVance to re-target people exposed to their linear TV campaign to grow purchase consideration among their core audience. This led to a prompted awareness uplift of 24%, and considerably higher purchase intent vs those unexposed to the campaign. This displays how Sky AdVance really drives brand metrics.

Jameson used Sky AdVance to re-target people exposed to their linear TV campaign to grow purchase consideration among their core audience. This led to a prompted awareness uplift of 24%, and considerably higher purchase intent vs those unexposed to the campaign. This displays how Sky AdVance really drives brand metrics.

By using Sky AdVance to reinforce the message of their AdSmart campaign targeting young men with an interest in Sports/gambling, BetVictor were able to target the same audience online. Going very granular using Sky data, meaning there was minimal wastage whilst delivery huge uplifts in performance vs. industry standards such as 84% VTR, 29% higher than benchmark.

By using Sky AdVance to reinforce the message of their AdSmart campaign targeting young men with an interest in Sports/gambling, BetVictor were able to target the same audience online. Going very granular using Sky data, meaning there was minimal wastage whilst delivery huge uplifts in performance vs. industry standards such as 84% VTR, 29% higher than benchmark.

FAQs

How does Sky AdVance build an audience?

Best in class audiences are built using viewing data from 3.5m Sky households, with over a years worth of insights available at any time. Data is gathered from over 500 channels, including BBC, ITV, C4 and C5. Audiences can be scale for additional reach & dynamically adapted for relevancy – plus all campaigns measured through our RSMB audited panel, the largest of its kind in the UK.

Where will my ad appear?

Your display or video ad will be served both on and off the Sky estate programmatically, appearing when your audience visits a brand-safe site. We use industry leading verification partners to ensure your ad is safe. Our approved list of sites can be augmented with your own approved list. You can also serve your ads in selected relevant environments via our contextual partner.

Does Sky AdVance use browsing data too?

As well as engaging with viewers of TV tentpole events, our Supercharged audiences are supplemented with browsing data from Sky owned apps and websites. For example, you can reach true Premier League fans by combining a year’s worth of football viewing with relevant browsing data from the Sky Sports app and website. Audiences built with additional browsing data deliver enhanced scale and reach for your campaigns.

What’s the value of buying an AdVance audience over a direct buy from a DSP?

Sky Advance audiences are unique and built bespoke for your needs. Sky’s audiences are ground in unrivalled 1st party data, giving you the assurance you’re reaching your target audience

Performance KPI’s for Sky AdVance exceed industry benchmarks for digital campaigns.

Sky in house campaign managers optimise delivery to your campaign KPIs, in flight.

How soon can I activate a Sky Advance campaign?

Plenty of our audience builds are available off-the-shelf for a speedy turn-around of 5 working days. When targeting those exposed/unexposed to your TV ad, we need to wait for at least 10 days after campaign launch. This allows us to build a robust and scaled audience, determining actual incremental reach achieved.

Contact

To find out more about how Sky AdVance can help your next campaign, get in touch here.