• Skip to primary navigation
  • Skip to main content
  • Skip to footer
  • 020 3330 7010
  • marketing@allresponsemedia.com
  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
ARM logo

All Response Media

  • Home
  • About ARM
    • About ARM
    • Meet the Team
  • Our Services
    • TV
    • Digital
      • PPC
      • SEO
      • CRO
      • Social Media
      • Programmatic
    • Offline Media
      • TV
      • TV Execution
      • Press
      • Radio
      • Inserts
      • Door to Door
      • Outdoor
      • DRTV
    • Analytics
    • ARMalytics®
  • Success Stories
    • Client Success Stories
    • TV Star Competition UK
    • TV Star Competition NL
    • Our Work With Startups
  • Content Hub
  • Careers
  • Contact Us
You are here: Home / TV / Sky AdSmart: What is it and should we be using it?

Sky AdSmart: What is it and should we be using it?

27th April 2018 by ARM Author

By the end of 2017, Sky AdSmart had reached a couple of landmarks: Clydesdale bank became the 10,000th campaign launched and, in total, over 5 billion impressions had been delivered on the platform. Every 2 days a new or lapsed TV advertiser selects AdSmart as their platform of choice.

Launched in 2014, the platform enables advertisers to target TV to specific audiences over 1,400 attributes including third-party data and a high level of regional targeting that had only been available previously via terrestrial stations ITV1 and Channel 4, and not on multichannel stations at all.

So, should we be using it more than we do?

All Response Media viewpoint
As always, at All Response Media, we always review the holistic merits of each media channel before making recommendations. Additionally, with a third of all audio-visual advertising forecast to be addressable by 2022, it would be churlish to ignore or dismiss it.

But, currently there are some limitations:

  • The cost per thousand varies by the parameters you add on, but even low-end targeting is prohibitive versus regular DRTV for those expecting a direct return on their investment.
  • Measurability is seen as a selling point, but this is limited overall and not to the high standards that we set ourselves via our ARMalytics® platform.
  • Optimisation of scheduling is therefore not possible. Sky don’t give out specific data on ‘spots’ and retail footprints or call data has to be analysed at an upper macro level.
  • The targeting is very useful, but it is still only at a household level: Sky doesn’t know who in the home is actually watching at this time.
  • Much of the Sky AdSmart delivery comes from zero-rated spot (ZRS) inventory, which doesn’t cost anything and comes for free with regular TV advertising.

So, would we consider it at all?

Sky AdSmart advertisers have a 64% return rate. This would suggest there is a success to be found, although many will not be looking for direct results but to extend the reach of their advertising to a particular audience.

Additionally, for advertisers that have specific niche audiences that are not directly buyable and low budgets, e.g. regional activity or cherry-picked audiences, the platform can offer a low entry point with seemingly low wastage.

Note, the majority of advertisers on AdSmart are new to TV overall, suggesting that the platform does offer something to a particular set of advertisers that want to use TV.

To conclude, our TV entry point for most advertisers would always be daytime TV: it’s affordable with a low cost per thousand and starting budget, measurable, optimisable via ARMalytics® and you know exactly when and where it is being delivered.

However, we always remain open to price changes or clients with a specific need where AdSmart does fit the brief, continuing our approach to be nimble, adaptable, but smart with our clients’ budgets.

Subscribe For More

Newsletter Signup

Footer

ARM logo

The Leading Performance Media Agency

Building businesses and brands by providing clients with an Unfair Competitive Advantage.
ARMalytics®

Get In Touch

London: Sutton Yard, 65 Goswell Road, EC1V 7EN
Phone: +44 (0) 20 3330 7000

Leeds: Marshalls Mill, Marshall Street, LS11 9YJ
Phone: +44 (0) 20 3330 8050

Amsterdam: Koivistokade 3, 1013 AC
Phone: +31 6 3761 9020

marketing@allresponsemedia.com

Privacy Policy | Cookie Policy | Modern Slavery Policy

  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

Our Newsletter

Subscribe to receive exclusive media insights straight to your inbox. We respect your privacy.

Newsletter Signup

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in settings.

ARM logo
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

These cookies are essential to provide you with services available through our website and to enable you to use certain features of our website.

If you disable this cookie, we cannot provide you certain services on our website and we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Analytical and Performance Cookies

These cookies are used to collect information to analyse the traffic to our website and how visitors are using our website.

For example, these cookies may track things such as how long you spend on the website or the pages you visit which helps us to understand how we can improve our website for you.

The information collected through these tracking and performance cookies do not identify any individual visitor.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Advertising and Targeting Cookies

These cookies are used to show advertising that is likely to be of interest to you based on your browsing habits.

These cookies, as served by our content and/or advertising providers, may combine information they collected from our website with other information they have independently collected relating to your web browser's activities across their network of websites.

If you choose to remove or disable these targeting or advertising cookies, you will still see adverts but they may not be relevant to you.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Cookie Policy

More information about our Privacy Policy and Cookie Policy