We’re using targeted advertising on Sky Adsmart and your company can too
Toast has spent years helping businesses of all shapes and sizes promote themselves using advertising. As the Lockdown approached and we realised that business wasn’t going to continue as usual, we decided it was time to run some promotion for ourselves.
TV advertising has always been the best advertising medium for ROI, so naturally, that was our first thought. Toast has now joined the ranks of the first time TV advertisers, an exciting journey.
Our Adsmart TV advert
Advertising a niche product
Like many businesses, Toast has a niche product – we make TV adverts for people. Our target market is very narrow; we mainly deal with MD’s, Chief Executives or Marketing Directors.
A traditional broadcast TV ad is excellent if you’re selling floor cleaner or a new car. Our audience is a lot more specific, so how did we target the right people? Let us introduce Sky Adsmart, Sky’s system for showing relevant tailored adverts.
How does Sky Adsmart work?
For an advert to run on Sky Adsmart, first, a target audience is created by picking several attributes from information Sky knows about the household composition of its viewers. We’ll list some of the attributes further down this page.
Once the TV advert is ready to show, Sky delivers the advert to the hard-drives of the targetted Sky+ HD box. The advert plays into a usual ad break alongside other brands advertising on TV.
For Toast, the ability to have our advert played to a select group of people at a fraction of the cost of traditional TV advertising is compelling.
Sky Advertising audience attributes
Starting with the simplest forms of targeting, Sky allows advertisers to limit their adverts to show in specific locations via postcodes or regions. This geographic selection can be useful when engaging viewers who live near an attraction or for businesses that are looking to grow particular sectors of their market.
Age is another factor that Sky uses to tailor the audience when using Adsmart. Adsmart advertisers can pick either the head of households age combined with a mix of the people also residing in the house. Or the age of children is a factor also available; this is a powerful tool for advertisers looking to promote children’s products.
Other attributes available range from the affluence of a household to their financial strategy. A factor which we have used in our TV ad campaign is Senior decision-makers. In the first run of our campaign, we have chosen to play our advert to company owners in the South of England.
Some of the more esoteric metrics available to target include pet ownership, second mortgage holders, homeowners or renters, car ownership, expectant families, whether someone has just moved or is looking to move house. A powerful data-set is also accessible from the credit rating experts Experian.
A brief intro to Sky Adsmart costs
We intend this page to become a useful resource for those interested in Sky Adsmart. Once we have our final figures on media spend we will include them here. As a rough guide, the minimum media budget for getting an advert on the Sky channels is around £5000.
We will also try to breakdown our return on investment figures once we have enough data on how our advert has performed. We will keep this page updated with more information about Adsmart and our experience of TV advertising with Sky.
Our process for advertising on Sky
We decided to create an advert to remind businesses that once the Covid-19 Lockdown was over, they’d need to be advertising again. However, due to the lockdown restrictions, we’d need a creative idea that we could complete remotely.
We produce all types of TV adverts including live-action, stop-frame animation, typographic and explainer adverts. For our Adsmart advert, we chose a kinetic typography approach, taking the viewer through the content with animation and playful composition of type.
Pen to Paper & Clearcast
Once we’d decided on the style, a creative team we work closely with – The Two Rogers, put pen to paper and produced a 20-second script in two days. All adverts playing on the TV in the UK have to be cleared by an agency called Clearcast. They look at any claims in the advert and request substantiation for the claims if needed.
We spent an additional 2-3 days going through the Clearcast process to arrive at a fully cleared script ready to start production.
How to Record Voice Over Remotely
With sound studios still in Lockdown, voice-over artist Jonathan Kydd recorded the script in his home studio, and we directed him live from ‘Zoom’. Ahead of the voice over session, we chose a music track and shared this with Jonathan, so he was able to get a feel for the piece.
From Sound to Animation
With animation, we always recommend recording the voice over first. We then build the animation to match the intonations and expressions in the voice-over; this synergy helps to create a lovely rounded piece.
Animation and Final Clearcast Checks
We then spent approximately five days animating to the voice over – from initial style frames through to sequences and then finally to the finished Adsmart advert. The last step was to clock the finished ad, run the visuals through Clearcast for the final check and deliver a copy to the Sky advertising platform. Clearing the advert took approximately two days.
We Can Make You a TV Advert Like This, Just Like That
If you’re looking to advertise on TV and like the sound of the flexible targeting offered by the Sky Adsmart system, we can help. Getting your brand or business on TV alongside other major advertisers builds trust and has never been so easy or more affordable.