Chris Dowse (head of social) presented an introduction on how you can use paid media to develop your brand by creating integrated campaigns. As part of this strategy, we are advocating the use of social media, display advertising and low cost, TV campaigns like Video On Demand (VOD) or addressable TV, such as AdSmart from Sky.
We invited Gareth Bakewell from Sky; to give us an update on AdSmart – one of the latest innovations in paid advertising, for businesses and brands of all sizes. Sky AdSmart is the revolutionary approach to TV advertising which levels the playing field, so businesses of all shapes and sizes can benefit from the advertising impact of TV. 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.
Advertisers are able to cherry-pick their audiences using thousands of combinations from age, location or life style. All this means the power of TV can now be used to greater effect by existing advertisers, whilst becoming accessible for the first time to niche brands, small & medium-sized businesses (SMEs) and location-specific advertisers.