DMS Partners Event – 17 th 2014 Jeff Eales – Director of Systems & Development Sky Media
Points of Interest – Sky • Spend over 2 billion per year on content • Customer & Content is “King” • TV viewing is on the increase average of 4 hours per day • 85% of ALL TV Viewing is Live • Source BARB UK
Points of Interest – Sky Media • TV Sales House • UK & Ireland • Over 230 Linear channels • 30 million spots per year • Sponsorship, Pubs • Product Placement • Online, Websites, Sky Go, Other Apps
Points of Interest – Jeff Eales • Board Director of BARB, British Audience Research Board • 5100 homes panel , 11500 individuals • Board Director of Clearcast • Clears ALL UK commercials for transmission • Commercial Brand Attribution Contract • Caria Contract, Campaign Approval & Copy Rotation System • Board Director of TAM Ireland, Television Audience Measurement
Convergence - TV & Online Technology Linear TV Online Process
Sky HD Skysports.com Sky Pub Sports Sky Sports Active Sky Go Social Media Sky Anytime Sky Apps Sky Mobile Sky 3D
18 Feb 2011 Game Of Thrones Based on the bestselling fantasy book series A Song of Ice and Fire by George R.R. Martin , this sprawling new HBO drama series is set in a grounded fantasy world inhabited by ambitious men and women of both honor and ill repute, much like our own real world. EPISODE 1 SKY ATLANTIC 0m 0.6m 1.2m 1.8m 2.4m Premiere - Live Premiere - Sky+ Repeats - Live Repeats - Sky+ Sky Anytime Sky Go Anytime Planner +24 Hours -24 Hours Anytime Planner +24 Hours -24 Hours
Sky Adsmart – Facts & Figures • 7 Year project • TV more relevant to more brands • Significant Investment • Launched Test & Learn 27 th August 2013 • 50 Advertisers • 100 Audiences : Most Advertisers used 2 or more audiences • Not one Advertiser used the same audience
Sky Adsmart – Why ? • 11.2 m Customers • Great Content • Sky Media Sales House • Sky IQ • Set Top Box
Sky Adsmart – How Does it Work • 6 million Set top boxes • Via Satellite: Populate the Set Top Box with Attributes • Who, Where, Household Composition, Targeting Metric we decide • Via Satellite : Populate the Set Top Box with Ads • Only Relevant Ads are sent to each box • Ads on the box then sit and wait for an Adsmart EVENT • Adsmart EVENT occurs when we enable Adsmart on: • Channel, Break, Spot
Sky Adsmart – Adsmart EVENT • Sky Channels Only • No Live Sport or News • Adsmart Event occurs the set top box controls • Decides which Advert to play • Frequency • Compliance • Signals the TV audience people meter that an EVENT as occurred
Measurement
Sky Adsmart – Measurement • Two Actions to measure • The Adsmart Advert • The Linear Advert that has been replaced • The Adsmart Advert • Measured by Sky IQ, 500,000 set top boxes daily, 1 in 12 Homes • The Linear Advert • Signals the BARB meter giving correct linear audience
Sky Adsmart – Currency • Adsmart Currency • Viewed at Normal Speed • 75% of the advert has to be viewed • Developing this currency across all our systems • Current online currency is either 1 frame or 1 second
Sky Adsmart – Targeting Attributes • Region • Conurbation • Life Stage • Kids Age • Gender • Affluence • Home Owner • Mosaic Life stage
Sky Adsmart – Growing the Market • New to TV • Direct Marketing • Online • Regional Press • Regional Radio
Sky Adsmart – Future • Live Sport & News • Flexible Segmentation • Extend to all other Sky platforms • Sky Channel Partners • Third Parties • Behavioural Targeting • Personal Targeting
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