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Here at Narrative, our PR and Media team is always on the look-out for new and evolutionary offerings from our media networks. Our media buyers love the power of TV – as a media channel its brand building and effectiveness cannot be underestimated.

Many of our clients are surprised to learn that not only does Sky offer some great telly for viewers, but from an advertising perspective there are SO many more options than traditional linear campaigns. Anything which makes advertising on TV more accessible and affordable for our clients is the sort of thing we love! So, we thought we’d share the some of these key media opportunities from Sky….

  1. Sky AdSmart

With Sky AdSmart, different ads can be shown to different households watching the same programme. This means brands and businesses can now advertise on national channels, but to relevant audiences and in key locations. The data is derived from a combination of Sky’s own customer data and information from consumer profiler experts such as Experian. Advertisers are able to cherry-pick their audiences using thousands of combinations from age, location or lifestyle. Indeed, advertisers also able to create custom segments using their own customer data.

The range of channels now in the Sky AdSmart mix is shown below.

2)     Sky Short Form Video (Pre-Roll) Ads

This is essentially online video activity where short form video ads are served ahead of any video clip living on the Sky website, Sky apps and their YouTube channel. Content can only be viewed once the ad is watched in full and only one ad is served before the programme/clip begins.

Content can potentially be served around Premier League goals and game highlights, trailers or behind the scenes clips from movies, interviews with players, pundits and actors and is available to everyone; Sky customers and non-Sky customers, across Sky’s websites, apps and YouTube channels. Ads can be between 6” and 30” long with an array of targeting options including traditional TV demographic groups, content genres and geo-targeting. Importantly – ads on these Sky platforms do not need to go through Clearcast.

3. Sky Video on Demand (VOD)

On demand (catch up) viewing has risen to record levels during and since lockdown – for both broadcaster and subscription VOD. Sky VOD activity appears in on demand programming and there are two ways to view

Big Screen VOD: SKY VOD content viewing on TV Screens via Set Top Boxes (SKYQ, SKYHD+, Virgin) and via Smart TV apps, PlayStation and Xbox devices). Non clickable ads.


Clickable VOD: SKY VOD content viewing via the SKY GO App viewed on mobile, tablets, desktop computers. Adverts are clickable (CTR Average = 0.8% to 1%)

Sports is slightly different as Sky can dynamically insert VOD adverts into LIVE ad breaks around sporting events via clickable VOD platforms. Sky actually has many campaigns running VOD on its own without any linear, AdSmart or Short Form video activity. This sometimes is down to budgets levels or a request from the client to hit an “on demand” environment.

Campaigns can be turned around quickly but ads do need to be Clearcast approved. Costs are based on cost per completed view and a huge range of targeting options is available.

If you’d like to learn more about our media buying services, get in touch with our team today!

This post was created on 29th June 2021
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