Sky Media adapts addressable adtech for sponsorships and idents

Sky Media is ushering in a new era of ‘smart sponsorships’ by bringing the addressable TV technology underpinning its AdSmart solution, which plays adverts only when selected audiences are watching, to sponsored content.

Describing this as a new era for advertisers, the satellite broadcaster says its addressable powered broadcast sponsorships will allow brands to create targeted and relevant idents for specific audiences using either their customer data or Sky’s third-party information.

Raising the prospect of fine-tuned geographical campaigns, the solution will allow brands to pick out specific target locations down to the postcode level to connect with audiences in a more meaningful way.

By way of example, Sky cites the potential for a car brand to market specific models depending on the affluence or demographics of the household, with other tricks including the ability to amend scenery and even the accent used in voiceovers depending on location.

Dev Sangani, advertising capability and strategy director at Sky Media, said: “AdSmart pioneered the use of TV addressability and that same technology will help do the same for sponsorships. With rich data, exciting creative possibilities and trusted and engaging content, this latest innovation in our exciting roadmap will help brands create even more effective partnerships with our shows and channels.”

Sky Media hopes that the technology will do for sponsorships what AdSmart has already done for advertising, with brands reporting a 48% reduction in tune-away, 35% increase in engagement and 10% increase in spontaneous recall when harnessing addressable tech.

AdSmart launched in the UK in 2014 before rolling out Europe-wide in 2017 as a mechanism to enable national brands to target relevant audiences and for smaller advertisers to dip their foot into TV advertising for the first time.