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21 January 2022
Addressable ad tech addresses sponsorship
Media sponsorshipTV & Connected TV planning & buying
Sky Media, the advertising sales arm of Sky, is applying the same addressable technology that powers its AdSmart product to sponsorships, enabling brands to tailor their idents to different audiences.
What is it?
Smart Sponsorships, which will be available in market later this year, use Sky’s third-party data or advertisers’ own first-party customer data to show a more relevant creative message depending on which household is watching. So, for example, a car brand could change the car model featured depending on the affluence or life-stage of the household, or change the scenery and voice-over depending on location.
Why it matters
Sky Media claims AdSmart campaigns lead to, on average, a 48% reduction in tune-away, a 35% increase in engagement and a 10% increase in spontaneous recall. It expects that Smart Sponsorships will deliver similar uplifts for brands using it.
It also opens up opportunities for smaller, local advertisers to explore the use of TV in new ways (in 2021, Sy Media reports that over 450 brands came to TV for the first time because of AdSmart with a return rate of 73%).