ADSmart-英国可寻址电视的五年和未来（英文）20页_12mb

EVE: AdSmart - Five Years & Forward Summary

Core Content

This document provides a comprehensive overview of Sky's AdSmart technology and its five-year impact on the UK addressable TV market. It highlights how AdSmart has transformed the TV advertising landscape, making it more accessible, effective, and data-driven for businesses of all sizes. The report includes case studies, research findings, and future ambitions for AdSmart, emphasizing its role in enhancing ad recall, brand safety, and campaign performance.

Main Points

1. AdSmart Overview

• AdSmart is Sky's addressable TV technology that enables brands to target audiences based on millions of data points, including demographics, behavior, and location.
• It has significantly reduced the barriers to TV advertising, making it more affordable and precise for both large and small businesses.
• AdSmart now reaches 40% of UK households and has expanded to Virgin Media, increasing its reach to over 30 million individuals.

2. Key Research Findings

• 48% reduction in channel switching during AdSmart ads compared to standard linear ads.
• 10% increase in enjoyment of TV advertising among AdSmart viewers.
• 13% higher emotional response from viewers compared to linear audiences.
• 35% increase in ad engagement for AdSmart campaigns.
• 10% increase in spontaneous ad recall.
• 4% increase in spontaneous brand awareness.
• 20% boost in purchase metrics for new-to-TV brands.
• 14% higher likelihood of being talked about.
• 22% increase in ad awareness when combining linear and addressable TV.
• 49% boost in ad recall when frequency is equal or higher than linear exposure.

3. AdSmart's Impact on Businesses

• Over 1,000 businesses have used TV for the first time due to AdSmart.
• 75% of UK's top advertisers have used AdSmart, including both well-known brands and local companies.
• AdSmart allows for geo-targeting with post code areas, county councils, and 'drivetime' zones, which are not possible on other platforms.
• It provides brand safety, which is crucial in a world where digital platforms like YouTube are often associated with content risks.

4. Future Ambitions

• AdSmart aims to become the gold standard of addressable TV globally.
• Sky Media is working to increase reach to over 60% of UK households.
• A self-serve portal for SMEs and local businesses is in development to further simplify TV advertising.
• The long-term goal is to achieve mass household reach across multiple countries.

Key Viewpoints

• Addressable TV has democratized TV advertising, allowing even small businesses to access the premium environment of TV.
• AdSmart is more effective than traditional TV advertising in terms of engagement, recall, and brand impact.
• Emotional analytics and facial coding have been used to measure audience reactions, proving the effectiveness of targeted ads.
• Combining linear and addressable TV provides a more powerful marketing mix, especially for new-to-TV brands.
• Brand safety is a major advantage of AdSmart, which is not guaranteed on digital platforms.

Case Studies

Gasway

• A heating company in East Anglia that used AdSmart for the first time.
• Targeted 32,000 homeowners with specific attributes.
• Achieved 18% sales lead uplift, highest installs sold in a month, and 35% revenue growth.

SodaStream

• A sparkling water brand that rebranded itself using AdSmart.
• Used hyper-local targeting to reach customers near Boots stores.
• Increased brand awareness and purchase intent, leading to 17% sales increase during Christmas.

Barclays

• Combined linear and addressable TV to reach light TV viewers.
• Achieved 7–11% incremental cover for their target audience.
• Improved spontaneous consideration within the finance category.

Zap Garage Doors

• Targeted households in Yorkshire with garages.
• Achieved effective targeting and improved campaign performance.

Tapi Carpets

• Targeted audiences near key stores with tailored copy.
• Generated 7,000 purchases and £3.4 million in revenue.
• Targeted homes spent 8% more on average.

Hendy Group

• First company to test AdSmart, saw sales double.
• Continued using AdSmart as a backbone for marketing.

British Airways Holidays

• Used AdSmart to target frequent holiday goers in key regions.
• Achieved 21% audience action and 3% bookings.

Goldsmiths University of London

• Used AdSmart to attract applications for the 2019 intake.
• Targeted students and parents using specific demographic data.
• Successfully reached students and those returning to education.

University of Suffolk

• Hosted its biggest ever Open Day after an AdSmart campaign.
• Increased attendance and engagement with prospective students.

Conclusion

AdSmart has significantly impacted the UK addressable TV market, offering a more effective, targeted, and safe alternative to traditional TV advertising. Over the past five years, it has enabled thousands of businesses to access TV for the first time, improved campaign performance, and demonstrated the power of data-driven advertising. With future expansion and innovation, AdSmart is poised to become a global standard in addressable TV.