How SMEs are using targeted TV to fuel their business growth.

How SMEs are using targeted TV to fuel their business growth.
Kurt Edwards
Kurt Edwards
AdSmart Business Partner

The AdSmart team from Sky works with 1,000s of businesses every year and there are two questions which we are often asked:

  1. How do I advertise to only the homes that matter to my business?
  2. How can I get reassurance that I am only paying for the people that have seen my TV ad?

AdSmart is the revolutionary approach to TV advertising which answers those questions and levels the playing field, so businesses of all shapes and sizes can benefit from the unrivalled power of TV. With AdSmart, different ads can be shown to different households watching the same programme and at least 75% of the TV ad needs to be seen for it to be chargeable.

This means brands and businesses like yours can now advertise on 100s of the nation’s favourite channels, but only to the audience that matters to you. The award-winning platform from Sky allows you to select households based on factors such as age, location, and affluence, while AdSmart’s precision targeting radically reducing the costs, making TV advertising possible for almost any business.

Many businesses think that TV advertising is out of their reach, however, targeted marketing from AdSmart has turned that thinking on its head. With an entry price of £3,000, TV has become relevant and affordable for many businesses across the UK.

How are SMEs using AdSmart?

Because AdSmart gives you the ability to target by a wide range of attributes, it’s being used in a number of different ways by our existing advertisers (and over 3,000 other brands, of which 70% are new to TV).

AdSmart gives businesses the opportunity to test and learn about TV by being able to target smaller audiences or smaller geographical areas and then very quickly they can scale up when they see it working.

Takeaway restaurants are targeting a radius around their stores that match their delivery area, giving them confidence that they can fulfil the orders that come in.

Businesses that serve a local area are able to target by Local Authority or even down to a postcode level, massively reducing any wastage and giving businesses confidence that their marketing spend is working hard for them in the specific area that matters.

How can you demonstrate ROI on your TV investment?

Advertising and media are seen as proven drivers of growth and have increasingly become a protected investment rather than a discretionary cost in tough times.

At Sky, there are two specific tools that we can offer businesses to help demonstrate their return on investment:

  • "Web Attribution" allows you to track on your own website the traffic and behaviours of those who have seen your TV advert and how they engage with your brand differently from those that haven’t seen the TV campaign.
  • “Campaign Evaluation” gives you the ability to cross-match your customer data with Sky households so you can identify which of those saw your TV ad. All you need is the 1st line of the address and postcode, all in keeping with current GDPR regulations.

You will then be able to show “I reached x number of homes and of those, Y came to my website, bought something, registered etc" (whatever your objective is), and potentially the incremental value from the AdSmart campaign.

There is no longer a creative barrier to good TV advertising

TV has always been great at building brand fame and playing to people’s emotions, and research consistently shows that TV remains the most trusted medium when it comes to advertising. The fact that every TV ad needs to be independently pre-approved before broadcast gives viewers the confidence that any claims and promises can be fulfilled.

The creative industry is bursting with new and dynamic production companies and brands are being more adventurous than ever when it comes to their creative execution.

We have universities using their own media departments and producing TV adverts for as little as £500 and many local brands are producing TV-quality adverts for budgets in the region of £1,000-£2,000.

Of course, you can always spend more if you have bigger ambitions but the myth that it costs a fortune to make a TV advert is no longer valid.

And remember any finished TV advert can be used on your own website, social media platforms and wherever else you want, so a good TV advert should be seen as a long-term investment.

Want to find out more?

Then please do get in touch and I can show you how businesses similar to yours are using TV to fuel their growth - connect with me on Enterprise Nation now. 

Kurt Edwards
Kurt Edwards
AdSmart Business Partner
I've worked in media for over 25 years at companies like talkSport, Bauer Publishing, Future Publishing, Emap and now at Sky building partnerships with SME's. Nowadays my remit is working with SME's across London and Surrey helping them understand the opportunity that TV offers them to grow their business. People are just unaware that hundreds of smaller companies are doing 6 week TV campaigns across Sky for circa £3,000 and seeing fantastic results while building brand fame for their company. I can share insights with you, best practice and help you understand what targeted TV can do for your business. Thank you

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