Sky's Adsmart tech keeping almost 50% of viewers from changing the channel
Sky’s AdSmart technology is proving highly successful according to new figures released by Sky Media which revealed viewers were 50 per cent more likely to watch one of tailored ads.
The technology which launched in January last year allows advertisers to show different ads to different households watching the same programme, allowing for better targeted ads.
Sky Media has released findings from a study analysing the success of the tech and figures show that channel switching during Sky AdSmart commercials was 48 per cent lower than for standard ads.
The study compiled data from 500,000 Sky subscribers to analyse the effect of the geo-targeted ads on viewing behaviour in commercial breaks. It covered 50 million viewing occasions from May to August 2015 and found that overall channel switching during customised ads was 33 per cent lower than the norm.
Sky Media’s deputy managing director, Jamie West, said the higher viewing figures were “great news for advertisers, agencies and viewers” in light of the fact that viewers cannot distinguish Sky AdSmart commercials from any others.
He added that the benefits of Sky AdSmart to advertisers were “well-documented in terms of better targeting of campaigns, but this is the first major research that shows it has a positive effect on viewing in the ad breaks”.