The Drum Awards Festival - Media

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By Hannah Bowler | Senior Reporter

October 12, 2022 | 2 min read

Sky Media has released an addressable ad campaign to promote its own addressable TV product AdSmart to small businesses.

The B2B campaign will showcase AdSmart’s targeting capabilities by explaining how businesses can tailor their campaigns to relevant regions and households. AdSmart can talk to households using either Sky and Virgin Media and works by giving advertisers the option to select audiences and locations, and then charges when an ad is seen.

Creative agency Horse’s Mouth is behind the 40-second animated TV spot, which has 22 localized versions. The ad will be personalized to individual regions by swapping out regional UK accents. The campaign will target households where SME owners live using its AdSmart tech.

David Sanderson, director of AdSmart local and development, said thousands of businesses think TV advertising is out of reach without knowing they can do cheaper targeted campaigns. “More and more SMEs are realizing this and we’re seeing on average two ‘new to TV’ businesses joining AdSmart every day,” Sanderson said.

Sky Media deliberately worked with a smaller creative agency on the campaign. Horse’s Mouth co-founder Dahlan Lassalle said: “The partnership demonstrates how an agile agency like us can work with a major client, in an affordable and accessible way, and deliver targeted adverts on a national scale.”

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