Sky’s addressable TV is structured in two formats, AD Smart and Free to Air. With AD Smart it is possible to program a campaign on a wide range of SKY channels exactly as if it were a promotion on traditional TV. The advantage given by SKY is above all that of targeting the public based on gender, age, interests and the maximization of the budget invested.
With Free to Air, on the other hand, SKY delivers a campaign that will be broadcast on smart TVs within the programming of channels from other broadcasters thanks to pop-up and interactive formats called lanners.
Sky’s addressable TV is structured in two formats, AD Smart and Free to Air. With AD Smart it is possible to program a campaign on a wide range of SKY channels exactly as if it were a promotion on traditional TV. The advantage given by SKY is above all that of targeting the public based on gender, age, interests and the maximization of the budget invested.
With Free to Air, on the other hand, SKY delivers a campaign that will be broadcast on smart TVs within the programming of channels from other broadcasters thanks to pop-up and interactive formats called lanners.
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ADSmart
Sky AdSmart is the evolution of television planning on Sky’s qualified target that allows you to reach the TV audience that interests you most with a targeted advertising campaign on quality content, whatever your business and your market segment. . The commercials are also broadcast via satellite without the need for an internet connection.
With over 5 million Sky subscribers and thanks to more than 3 million active Sky AD Smart decoders, the addressable Sky campaigns are able to reach a wide audience of about 15 million individuals throughout the country.
ADSmart includes a wide range (50 channels including HD/SD + 1/+ 24) of channels dedicated to different themes and content: Cinema, Sports and Entertainment.
All CINEMA channels
All SPORT channels
The best ENTERTAINMENT channels
Customer experience during break
The ADSmart commercial is inserted between two generic recall ads to intercept the maximum audience.
Depending on the type of target, a different spot will then be broadcast within the same advertising break, as shown in the image. In this way, the advertising investment is maximized by reaching only specific audiences.
Addressable TV Free to Air
With the advent of digital, TV commercials have also evolved, which is why it is now possible to process ads in special formats that take advantage of new technologies to make the message more effective and also interactive. Sky offers a bouquet of FTA channels among which we also find TV8, Cielo, Spike, on which it is possible to program a different type of ad campaign.
Formats:
Lanner: a personalized creativity of great impact
The ‘L’ creativity appears superimposed during the program, taking advantage of the entire size of the screen without appearing intrusive. This allows the brand to have an impactful and sufficiently large space for images and promotional messages, and the creativity disappears automatically after 20 ‘(it cannot be’ skipped ‘).
Interactive Lanner: to add details to the promotional message
The ‘L’ creative appears superimposed during the program, the viewer is then invited to ‘interact’ by pressing the OK button on the remote control, at this point a new ‘L’ creative will appear in which further information and related images can be entered to the brand / product.
Finally, by pressing the ‘back’ button the user will return to the first creativity while with the ‘esc’ key the entire creativity and interactive environment will be closed
The program will always be visible with background audio
Minisite: to discover insights and contents
The ‘L’ creativity appears superimposed during the program, the viewer is then invited to ‘interact’ by pressing the OK button on the remote control, at this point the minisite with full screen creativity will open, where it will be possible to navigate by remote control in the various sections containing in-depth texts and images.
Click to video: the spot you choose to see
The ‘L’ creative appears superimposed during the program, the viewer is then invited to ‘interact’ by pressing the OK button on the remote control, at this point a full screen window will open from which the Spot Video will automatically start (max. 30 ‘ ‘).
By pressing the ‘back’ button, the user will return to the first creative while with the ‘esc’ key the entire creativity and interactive environment will be closed.
During navigation, the program will neither be visible nor present with background audio