ADSmart-英国可寻址电视的五年和未来（英文）-2019.12-20页_12mb

ADSMART: Five Years & Forward Summary

Core Content

AdSmart, Sky's addressable TV technology, has transformed the UK television advertising landscape over the past five years, making TV accessible and effective for businesses of all sizes. This paper highlights the achievements, insights, and future opportunities of AdSmart, showcasing how it has broken down traditional barriers to TV advertising, such as cost and targeting limitations.

Main Points

• AdSmart's Impact: AdSmart has enabled over 1,000 businesses to use TV for the first time, with a 70% return rate among advertisers.
• Targeting Capabilities: AdSmart allows for precise targeting using millions of data points, including geographic, demographic, and behavioral attributes.
• Brand Safety and Trust: Unlike digital platforms, AdSmart provides a compliant and brand-safe environment, crucial in today's media landscape.
• Emotional and Engagement Boost: AdSmart viewers show a 13% higher emotional response and up to 35% higher ad engagement compared to linear TV audiences.
• Reach Expansion: AdSmart now reaches over 40% of UK households, with expansion to Virgin Media increasing the potential audience to 30 million.
• ROI and Effectiveness: The use of Sky Analytics enables brands to measure and optimize campaign performance in real-time, proving ROI and effectiveness.

Key Themes for the Future

1. Something for Everyone

   • Addressable TV is accessible to all businesses, from large to small.
   • It allows for tailored targeting and better alignment with business goals.

2. Addressable Now in the Mainstream

   • AdSmart has moved beyond being a niche product, with over 17,000 campaigns executed.
   • Sky Media is focused on making addressable TV a standard in marketing planning.

3. Absolute Brand Safety

   • Sky is a regulated platform, ensuring brand safety.
   • Unlike digital platforms like YouTube, TV advertising through AdSmart is inherently safer and more trustworthy.

4. AdSmart as the Gold Standard of Addressable TV

   • AdSmart aims to become the global benchmark for addressable TV.
   • Partners like NBC Universal are adopting AdSmart branding and capabilities.

5. Opportunities for Media Agencies and SMEs

   • AdSmart simplifies the advertising process for agencies and small businesses.
   • It offers a cost-effective and efficient way for SMEs to access TV advertising.

Research Highlights

• Channel Switching Reduction: Addressable ads lead to a 48% decrease in channel switching.
• Increased Enjoyment: AdSmart viewers show a 10% higher enjoyment of TV ads.
• Emotional Response: AdSmart viewers have a 13% higher emotional response to ads.
• Ad Engagement: Engagement is up to 35% higher with AdSmart.
• Spontaneous Recall: Addressable viewers are 10% more likely to recall TV ads.
• Brand Awareness: Spontaneous brand awareness increases by 4%, with some categories seeing up to 13% growth.
• Purchase Metrics: New to TV brands see a 20%+ boost in purchase metrics.
• Talked-About Brands: Brands using AdSmart are 14% more likely to be discussed with friends.
• Awareness Increase: Combining linear and addressable TV increases ad awareness by 22%.

Case Studies

• Gasway: A heating company saw an 18% uplift in sales leads and 35% revenue growth using AdSmart.
• SodaStream: The brand increased sales and awareness by targeting local audiences.
• Barclays: Combined linear and addressable TV to boost spontaneous consideration.
• Nisbets: A catering equipment supplier saw a 9% increase in retail revenue.
• Tapi Carpets: Generated 7,000 purchases and £3.4 million in revenue with targeted ads.
• British Airways Holidays: Increased bookings with targeted regional campaigns.
• East Anglian Air Ambulance: Successfully targeted specific regions and demographics for a suicide prevention campaign.
• Doncaster Council: Raised awareness of suicide prevention services through AdSmart.
• Princess Yacht Builders: Increased brand mentions among ultra-high-net-worth individuals.

Conclusion

AdSmart has redefined TV advertising by offering precision targeting, measurable ROI, and brand safety. As it continues to expand and integrate with more platforms, it is poised to become a mainstream marketing tool. The future of AdSmart includes greater reach, more integration with digital platforms, and a continued focus on empowering both new and established brands to achieve their marketing objectives.