Transforming the TV advertising model

Case Study | Sky

Sky saw an opportunity to create true innovation in the TV advertising industry. Co-operation with Cisco made the vision reality.

“Sky AdSmart is the single biggest innovation in the broadcast advertising market for probably 20 years.” — Jamie West, Deputy Managing Director, Sky Media

Size: 31,000 employees Location: London Industry: Media & entertainment

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Ad platform provides viewer targeting with unprecedented accuracy.TV’s ad model is limiting: the same ads served to all viewers at the same time. To update the model—and boost revenue—Sky and Cisco built Sky AdSmart, which serves TV ads to households based on unique pro!les.

AdSmart uses key capabilities from Cisco® Videoscape™ to pinpoint audiences, playing targeted ads to subscribers according to 90 combinable attributes, such as life stage, a"uence, and locale.

Videoscape capabilities enable extreme granularity

More sizzle and sophistication Sky is working to attract advertisers with new options that extend and grow brands.

Audi found viewers targeted with its AdSmart campaign were twice as likely to buy a new car as broader TV ad viewers

2X

TV advertisers want to aim right ads at right homes

Business

Business

A bigger poolA splashy debutAdSmart enables specialist and regional advertisers to use the power of TV.

40 brands of all sizes and categories signed up to Sky AdSmart right away

“ What brands are really trying to capitalize on is that amazing brand-building power of TV. AdSmart enables advertisers to target who they want, when they want, and how they want.” — Jamie West, Deputy Managing Director, Sky Media

40

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Technical solution enhances TV

Cisco hits the targetVideoscape let Sky build a personalized ad-targeting platform by providing advanced video capabilities both as “a la carte” applications and end-to-end solutions. Videoscape furnished the channel scheduling and playout automation interface, metadata capabilities, audience measurement system, and more, that made the revolutionary AdSmart system a reality and delivered it to viewers invisibly. All they’ve noticed is that TV ads are now more relevant to them.

rise in sales seen by Ford dealership after AdSmart campaign

Technical “ Cisco and Videoscape helped us innovate and deliver a product that, without them, I don’t think would have been as innovative as it is now.” — Jamie West, Deputy Managing Director, Sky Media

Develop an end-to-end digital delivery chain that will evolve the television advertising model using millions of existing set-top boxes—and do it all without service interruption to viewers or expensive equipment upgrades. That was Sky’s mission. Partnering with Cisco made it possible.

%

AdSmart audience were 62% more likely to have bought Lego having seen the ads

62%

Already active in over

20% of all U.K.

households

Nearly

70% of AdSmart

advertisers had not previously

advertised either on TV or on Sky

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