A TV dinner - Manchester

Tuesday 15 July 2014

#dmatv

In partnership with

5.30pm Registration and networking

6.00pm Introduction

Matt Sullivan, Consultant, DMA

6.05pm A TV dinner: A direct and data driven approach

Daniel Stephenson, Sky AdSmart controller

6.45pm Questions

7.00pm Networking

7.45pm Close

Agenda

In partnership with

Introduction

Matt Sullivan, Consultant, DMA

#dmatv

In partnership with

tvsummit.dma.org.uk

In partnership with

TV Dinner: A direct and data driven approach

Daniel Stephenson, Sky AdSmart Controller

#dmatv

In partnership with

The Direct Marketing AssociationTV Dinners: A Direct & Data Driven Approach

Mad Men – Series 7

Goals

• Don’t Just think of Addressable TV as TV!

• Understand why Direct Marketers are best placed to drive this medium forward

• Help you spot opportunities that complement existing direct and digital channels

• Show you where Sky AdSmart is today, tomorrow and beyond…

Sky AdSmartA Summary

• Sky’s Addressable TV Platform

• Data driven at the Household Level

• Modular & Scalable in its targeting (Test-Refine-Optimise)

• Impressions based in terms of pricing & delivery

• Ripe for cause & effect evaluations

• Open to agencies and advertisers at the same price – outside of agency deals

Direct Marketing Online Regional radioRegional pressTV

Not Just TV Enhanced

Sky AdSmartContext

Evolution

11.4m

Ecosystem

Sky AdSmart gives you the

flexibility to:

• Select the specific audience you want to reach from

100 attributes

• Deploy ads on a regional or metropolitan area level

• Adopt a Test-Refine-Optimise approach to TV in a

controlled environment with no minimum campaign

spend

Game of Thrones

Season 4

Channels

* Excluding live programmes

A League Of Their Own

*

How do we measure?

Impressions

Where the target household saw at least 75% of the

advert

Household panel

500k households whose boxes are connected to a

phone line and who dial back viewing information on a

daily basis

Data validated by

True Detective

How do we trade?

Charged at cost per Impression

Cost per impression varies by audience selected

Sky AdSmartHow it works

Attributes1

Attributes1

Sky AdSmart Ads2

Attributes

Sky AdSmart ads

1

2

Hint Code3

Sky AdSmartCampaign Delivery & Targeting

Campaign Types

Mad Men

OPTIMISE the linear

campaign“Deliver the most appropriate

ad to the viewing audience”

1

DEFINE and REACH a

specific audience

“Deliver the ad to the

household segments you want

to reach”

2

Core Attributes

Mosaic Lifestyle

Mosaic Lifestyle

Active Retirement

Alpha Territory

Careers and Kids

Claimant Cultures

Elderly Needs

Ex-Council Community

Industrial Heritage

Liberal Opinions

New Homemakers

Professional Rewards

Rural Solitude

Small Town Diversity

Suburban Mind-sets

Terraced Melting Pot

Upper Floor Living

Alpha Territory

people are the most wealthy and influential

individuals in the UK. They have risen to

positions of power in the private and public

sectors, whether as owners of their own

businesses, as bankers in the city, as senior

managers in industry …

Liberal Opinions

are young, professional, well educated people,

cosmopolitan in their tastes, liberal in their

views, who enjoy the vibrancy and diversity of

inner city living. Popular occupations include

jobs in journalism, politics, entertainment and

the arts…

Ex-Council Community

neighbourhoods are populated by people who

are practical and enterprising, rather than well

educated, who have created a comfortable

lifestyle for themselves through their own hard

work…

Financial Strategy

Bright Futures

Young professionals building their careers

whose incomes have good potential to rise

Seasoned Economy

Pre-retirement households who are

experienced in making their money go further

Financial Strategy

Accumulated Wealth

Balancing Budgets

Bright Futures

Consolidating Assets

Established Reserves

Family Interest

Growing Rewards

Platinum Pensions

Seasoned Economy

Single Endeavours

Stretched Finances

Sunset Security

Traditional Thrift

Young Essentials

Family Interest

Growing families with mid-range incomes and

high expenses

Sunset Security

Retired people with the security of home

ownership and a modest pension income

Lifestage

Very Young Single

Very Young Homesharers

Very Young Family

Young Single

Young Homesharers

Young Family

Mature Single

Mature Homesharers

Mature Family

Older Single

Older Homesharers

Older Family

Elderly Single

Elderly Homesharers

Elderly Family

Modern Family

Regions

London

Manchester

Liverpool

Newcastle-Sunderland

Edinburgh

Glasgow

Belfast

Birmingham

Nottingham-Derby

Leeds-Bradford

Sheffield

Leicester

Cardiff

Bristol

Portsmouth-Southampton Brighton

Metropolitan Areas

Home Ownership, Household Composition & Affluence

Household

Composition

All men in HH are 16-24

Youngest male is 16-34

Youngest male is 35-44

Youngest male is 45-54

Youngest male is 55+

Women only HH

All women in HH are 16-24

Youngest female is 16-34

Youngest female is 35-44

Youngest female is 45-54

Youngest female is 55+

Men only HH

Pre School age 0 - 4

Primary School age 5 - 11

Secondary School age 12 – 17

Home Composition

If there are males or females of a specific age in

a household.

If there are children residing in a household,

split by 3 age ranges:

pre-school

primary school

secondary school

Home Ownership

Home Owner

Non Home Owner

Home Ownership

identifies whether a property is owner

occupied, or not owner occupied i.e.

council/housing association/privately rented.

Affluence

Very High

High

Mid High

Mid

Mid Low

Low

Very Low

Affluence

is a powerful indicator of likely spending power

related to income as well as other factors.

Sky AdSmart To DateProgress & Top Line Learnings

So far, so good…

LegoExisting Sky Advertiser, trialling Sky AdSmart

Objectives

Target a more affluent audience. Connect with

Dads.

Target

• Kids 5-11

• Presence of a male adult.

Results

Those who recalled seeing the ad were +62% more

likely to have actually purchased LEGO.

16%

25%

‘Linear’ ABC1Homes Sky AdSmart Alpha Territory Homes

Sky AdSmart enabled Prime Location to reach viewers more likely to

be ‘in the market’ for new propertyLikely to buy/sell/rent property within the next year

(from primelocation.com Sky AdSmart campaign)

Source: BDRC Continental Sky AdSmart effectiveness

Sky AdSmart TodayActionable Approaches from Today

Sky AdSmartDeliver multiple creatives to multiple audiences

Today, Sky AdSmart can enable you to:

• Deliver campaigns to different/discrete audiences

in a very controlled manner

• Build activity using Sky AdSmart attributes such as

Age Band of Children, Lifestage & Affluence

• Use the platform to engage at a

National/Regional/Local level by through multiple

creatives and message by audience

The Face

The Importance Of Evaluation

• Isolate the Sky AdSmart effect

• Test-Refine-Optimise

• Build a “£ In/£ Out” model

• Run audience research activity through survey and

panel based approaches

Formula 1

Skyfall

We were able to reach the right

people with your TV campaign

Seasonality had a large impact on

understanding the performance of

the Sky AdSmart campaign

Campaign A & Campaign B

reached 77% and 81% of the

target audience respectively

Campaign

Achieved a 60% household match rate

between advertiser and Sky customer base

(very positive)

Advertiser

60%

Sky

60%

Made recommendations that will help

shape future Sky AdSmart campaigns

3

Your Sky AdSmart Campaign

£

We identified a significant incremental

impact from the Sky AdSmart campaign of

£X ROI

The Campaign reached 500,000 highly

targeted households at an average of 3

times each, which cost 12p per household

3 Views

For 12p

The campaign saw an uplift of 5% in

retained households between the target

(AdSmartable) and control group

%%%%

The campaign

resulted in a CPA

of £XX and a CPR

of £YY

££££££

Sky AdSmart Reporting Portal

Murnaghan

• Self Serve Reporting Portal

• Understand How Many Sky Households Are In

Defined Audience Segments

• Track Performance Of Campaigns Via A Dashboard

That Reports

– Impressions By Day/Week/Month

– Reach & Frequency

– Cover Build

– Day Part & Region

DMA Planning ConsiderationsPossible Uses for Sky AdSmart & DMA Members

Is TV now accessible to my brand or my clients?

Can we amplify other channels?

Complement addressable channels?

Deploy locally or regionally?

Activate multiple creatives and offers?

Elementary

Sky AdSmart TomorrowOpportunities from Q4 2014

More

Targeting

More

Channels

More

Platforms

Sky AdSmartGrowth in 3 Key Areas

Postal Area Targeting

Moone Boy

a

b

c

Sky households Your customers

a – Premium customers

b – renewal with next 6 weeks

c – lapsed customers

Targeting Attributes

Custom Data & Attributes

tell

a

mestory

Single Customer ViewUnderpinning the Ecosystem

Believe in better

Questions

#dmatv

In partnership with

Networking

#dmatv

In partnership with