With hay fever season in full swing, Piriteze has launched a new hyper-targeted campaign using Sky AdSmart, which will only show advertisements to potential hay fever sufferers on specific days, and only in particular UK regions whenever there is a medium to high pollen count.
Available in a fifth of UK households, Sky Media’s AdSmart tailors what is shown in TV ad breaks and works by using publicly available information to identify groups or demographics, and then serves TV ads that are best suited to those households.
“Working with Sky Media and using its Sky AdSmart technology ties in perfectly with our aim to engage with consumers at the moment they are most likely to reach for Piriteze,” said brand manager Julia Bauer.
“It is no secret that high pollen counts will encourage people suffering from hayfever to look out for products like Piriteze, but Sky AdSmart allows us to use this to our advantage, making consumers aware of the allergy products when the pollen status is Medium to High and intercepting the path to purchase.”
Since launch 18 months ago, 485 advertisers have run 2,300 individual campaigns using AdSmart, creating more than two billion impressions.
While currently only available for linear broadcast, Sky is looking to roll out AdSmart onto its on-demand services imminently – and on Sky Go linear by the end of 2015.
Speaking at 2015’s Connected Consumer Conference in June, Sky Media’s deputy managing director, Jamie West, also confirmed that the broadcaster is ready to open up the technology to others and has been in conversation with a number of public service broadcasters. AdSmart will also be opening up to Viacom channels – and ultimately Channel 5 – in the coming months.
“[AdSmart is] changing the dynamic of the conversation that Sky is able to have – both with agencies as data and technology partners, and also with advertisers,” West said.
“It’s opening up new markets for us, whether local or niche targeted.”
The Piriteze campaign is now live in regions including Greater London, North Scotland, Wales, North West, Yorkshire, the Midlands and South West.
