Sky offers smaller brands production money to use AdSmart

Sky Media, the advertising sales division of Sky, has created a £500,000 production fund to encourage smaller brands to create ads on the broadcaster's Adsmart platform.

Jamie West: the deputy managing director of Sky Media
Jamie West: the deputy managing director of Sky Media

Adsmart launched in January last year. It allows advertisers to deliver TV ads to different areas of Sky customers based on their postcodes, age, or lifestyle based on data held about them by Sky ad public sources such as Experian.

The audience-targeting feature will allow smaller brands’ ads to appear in ad breaks during popular shows such as Game of Thrones on Sky Atlantic, or Ford Super Sunday on Sky Sports.

The fund is supposed to help SMEs and niche brands, which may have previously found TV advertising too big or expensive, on a ‘first come first served’ basis.

Once created, the ads would be executed across Sky’s channels, including Sky 1, Sky Atlantic, and Sky Sports.

As well as offering cash, Sky Media will source a production house for the brand and offer advice to help them reach the right audiences through AdSmart. AdSmart currently goes out to seven million of Sky's 12 million customers.

Jamie West, the deputy managing director of Sky Media, said: "TV advertising generates higher sales and brand awareness than any other form of advertising.

"The production fund means we can help even more companies join the over 500 advertisers who have used Sky AdSmart so far. 

"It has made television more accessible for niche and growing brands. Around 70 per cent of the advertisers who use it are either new to TV or new to Sky. Sky AdSmart has allowed them to take full advantage of the power of TV to deliver growth for their businesses."


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