The modern world of TV advertising
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Sky Adsmart logo

AdSmart is the revolutionary approach to TV advertising which levels the playing field, so businesses of all shapes and sizes can benefit from the advertising impact of TV. With AdSmart, different ads can be shown to different households watching the same programme. This means brands and businesses can now advertise on national channels but to relevant audiences. It’s like Facebook advertising but on TV.

Placements on Sky’s Adsmart start at £3000, far more affordable than a standard broadcast campaign and much less than many people expect. (Though standard broadcast ads also begin at much lower prices than you might expect). Adsmart is also hugely more targeted.

The cost of creating a top-quality video campaign (that can incorporate social media content to backup your ad) is also far more affordable than most expect.

Advertisers are able to pick their audiences using thousands of combinations from age, location or lifestyle. All this means the power of TV can now be used to greater effect by existing advertisers, whilst becoming accessible for the first time to niche brands, small & medium-sized businesses (SMEs) and location-specific advertisers.

Double screening and back-up messaging

Increasingly done, people that “double screen” often google companies whilst watching their adverts on TV, this provides a double opportunity for solidifying the brand/cause in people’s minds.

The stronger your CTA the more likely you are to see an immediate spike in website traffic. Giving your audience a clear action to take is the best approach.

To “back-up” the messaging from your main film or advert, and keep to the strategy of circular content, you need to reinforce the message/ messages in your main film with smaller “back-up” snippets and themes on social media, and also for SEO/ google rankings online.

A good way to do this is to have a blog go out OR pay for a google ads/ Facebook campaign at the same time as an advert airs on TV/ goes out online.

Keywords should include not only the name of your organisation but any famous people or influencers featured in the main film (or any other marketing), the name of any music featured and any other linked aspects to your film/ campaign that may stick in the mind of the audience (that they might google).

*You can ride the wave of other people’s publicity by using a keyword campaign in the same way.

In the UK, broadcasters aren’t allowed to show ads that are misleading, harmful or offensive. So all ads get cleared for broadcast by the good people at Clearcast. We manage this process for our clients so they needn’t give the details a second thought.

Here’s a summary of next steps:

  • Think about your message and what you want your audience to do, come up with a strong CTA
  • Think about the bigger picture and figure out a content plan
  • Give us a call and we’ll come and talk to you about your needs
  • Together, we come up with options that will work for you and your budget
  • We all sit down with Mostly Media to make a TV placement plan according to your desired audience
  • We produce the film you’ve agreed on and extra video collateral in line with your content plan
  • It goes on TV! (Or whichever platforms have been agreed)
  • You have access to video collateral that you can use for social media, comms, events of pitches going forward
  • We store your footage in our archive and it’s easily accessible in the future, should you require any more cuts. Ta da!
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