The Sky’s the limit: iMG. becomes media buying agency for Adsmart from Sky
21st July, 2021
We’re all now completely comfortable dual, or even triple screening when we relax to watch our favourite shows. The shift towards on demand and digital media means that for many of us, sitting down at a specific time to watch our favourite shows has become a thing of the past.
It is in this multi-device, digital era that main-stream television producers and (not so) new entrants like Netflix and Amazon et al have been scrambling to seize market share and never has the market been more competitive for our time and our attention.
With all this disruption to how we watch TV, the fact remains that TV, in all its various forms, accounts for a huge percentage of our relaxation time each day with us brits on average watching some form of TV entertainment for 4 hours per day and average TV viewing has increased significantly during the lockdown. (Don't mention the increased day time TV watching, I was working Rich, honestly...)
As a result, and regardless of the seeming never-ending talk of big brands shifting huge ad spend to social media and other digital channels, TV remains a massive opportunity for businesses to reach huge swathes of the population. Traditionally TV was the preserve of big brands with huge advertising budgets, but again the shift towards digital consumption and the resulting data that online viewing through these platforms creates, is democratising access to TV advertising, making it more cost-effective, measurable and targeted allowing brands with smaller budgets or with more niche target audiences to get involved for the first time.
It’s for this reason that we’re working with Adsmart from Sky as a media buying agency. We’ve spent the majority of our careers in the digital marketing space, which offers huge opportunities for specific targeting and clear RoI analysis on a channel by channel basis, that level of performance analysis is coming true for TV via digital TV advertising.
In exactly the same way that you might build different specific audiences for your campaigns in Facebook or LinkedIn including retargeting of people that have taken a specific or desired action on your website, the same can be done by Adsmart across their TV platform (which includes Virgin TV and soon to be Channel 4 by the way) as well as their digital estate and Video on demand (VOD) services.
By combining their own customer data including usage and consumption data with multiple third-party data sets including Experian, it means that as a customer of IMG you can now define your ideal TV audience based on demographic, socio-economic or a huge number of other criteria to reach the exact people that make up your target audience. So whether that’s Sky Sports 1 on the living room TV or the sky news app on their mobile phone or tablet, your message can be presented to your target customers on the platforms they use every single day.
And it’s not just for B2C brands, there's real opportunity for our B2B clients too, as Adsmart from Sky has a significant depth of data in the B2B space to help clients reach business owners and senior decision-makers.
It allows brands that traditionally wouldn't have even considered TV a channel or an opportunity to reach their target business audience cost effectively across multiple TV and digital platforms that their competitors won’t be taking advantage of.
It’s a huge opportunity for all of our clients and we’re really excited to be working with the team at Adsmart.
Now... who can make us an IMG TV ad?