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Lessons from a decade of addressable TV advertising
27 September 2023
Lessons from a decade of addressable TV advertising
TV channels, services, programmes TV & Connected TV effectiveness United Kingdom

Sky Media has carried out an analysis of 1,800 campaigns to have run on Adsmart, its addressable TV ad platform, to mark its tenth anniversary in January 2024. 

AdSmart promised to usher in a new era of digital addressability in TV advertising, enabling brands to target households based on factors including income, life stage and location. The new analysis spans On Demand, Sky AdSmart, NOW TV, SF Video and Sky Go, with the aim of establishing key principles on TV advertising effectiveness.

Why Sky’s TV ad effectiveness study matters

For all the hype, connected television (CTV) is not...

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