Sky Media launches addressable Smart Sponsorships

Sky Media has added a new tool for brands and advertisers to customise their sponsorship idents for specific audiences.

Using similar technology to AdSmart, Sky’s ad targeting service, “Smart Sponsorships” will allow brands to customise their idents for different households via Sky’s third-party data or the brand’s first party customer data.

This would allow big and small brands to make the creative and execution of their ads more regionally specific as sponsorship idents can now be bought by programme, channel, country, county, city, local authority or postcode.

An example of the potential of “Smart Sponsorship” given by the advertising sales house was a car brand could “seamlessly swap” the car model, scenery or voiceover in its creative depending on the affluence, life-stage, location of the household. Equally if the customers were lapsed or current could also be factored in.

Sky Media predicts similar “uplifts” for brand campaigns as AdSmart has done since its launch in 2014 across Sky and Virgin homes on more than 100 channels.

A Sky Media spokesperson told Mediatel News: “Just like AdSmart’s success, we know there’s the appetite from advertisers to make campaigns work harder by being more relevant.”

When asked about the price of this new tool, the spokesperson clarified: “We will not be charging any more for the Smart Sponsorships themselves – depending on the number of creative iterations being used there may be management and creative costs involved.”