Following a partnership with Sky, online charity fundraising platform Localgiving.com is launching its first ever TV advertising campaign to trial new tailored advertising service Sky AdSmart.
Sky AdSmart is a brand new service that improves TV ad breaks by tailoring the line-up of adverts according to a household’s profile. The technology works by sending a library of adverts via satellite to the Sky+HD set-top box and then selects the adverts which are inserted into the live ad break. The choice of adverts is based on information provided by Sky households, such as postcode, and the range of Sky products they take. This information is supplemented by additional insight from third-party providers including the data services company Experian.
Localgiving.com is able to use the service to run a campaign which focuses only on the areas in which their charity partners operate, enabling the not-for-profit website to advertise on TV for the first time. This effectively eliminates the waste that had previously made TV advertising prohibitive, when local charities would have needed to invest in advertising inventory nationwide.
The advert will be broadcast to homes in and around Brighton and Hove and will encourage people in the area to find out about and support charities. Localgiving.com will also use Sky AdSmart to roll out further campaigns to Bristol, Birmingham and Newcastle.
Jamie West, Director of Sky AdSmart, said: “As this trial demonstrates, Sky AdSmart can help those brands who’ve previously thought TV too broad a medium as well as local advertisers that have been priced out of TV until now. We’re looking forward to seeing the results and to rolling out the trial to other major cities across the UK.”
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