Introducing Sky AdVance
AdVance to the next level of connected campaign
Introduction
How it can be used
Sky AdVance is a platform that allows advertisers to
deliver truly joined up cross platform campaigns. With
Sky AdVance you are able to deliver the right ad, at the
right time, in the right sequence and on the right
screen
Sky AdVance is the only multiplatform solution with TV
data at scale, giving it wide-ranging applications, which
include:
Until now multi-platform campaigns have been more
integrated in conception than in execution, but by
directly connecting TV and online audiences, Sky
AdVance represents the biggest change in media
buying since the emergence of online.
Sky AdVance is a new proposition, as of 2015, which
enables truly joined up cross platform advertising
campaigns. Using Sky’s data to connect up our media
landscape, advertisers are able to deliver Linear TV,
Addressable TV and Digital Activity in a truly
integrated way.
Data and Technology
Sky AdVance works by combining Sky’s data and
technology. A key part of the technology is our
recently launched Data Management Platform (DMP).
Core to the proposition is the viewing data Sky collects
from households on our viewing panels, this data is
aggregated at either a programme, ad spot or
sponsorship level and fed into the DMP. Within the
DMP the viewing data is matched to online data to link
household viewing with online cookies which allows
cross platform targeting.
What is the size of the Sky viewing
panel?
There are 2 viewing panels run by Sky. The daily
Viewing Panel is 500,000 Households and returns
data on a daily basis. In addition there is a larger
viewing panel which returns data every other day – the
Alternate Day Panel, made up of 3 million Households.
• Extending the reach of a TV spot campaign to
those who haven’t seen it, via VOD, display and
mobile – whether using Sky’s platforms, or the
wider web via demand-side platforms.
• Complementing a TV campaign with a reinforcing
message online to exposed TV viewers – even
segmenting delivery by frequency or recency of
exposure (for example, only those who have seen
an advert five times, or within the past five days).
• Amplifying sponsorship campaigns by engaging
viewing of specific show/idents with VOD or display
ads.
• Delivering a digital campaign to viewers of a
particular show, group of shows or genre (for
example, those who watch food programmes, movie
fans, Game of Thrones viewers)
• Using an advertisers own customer data to reach
their audiences in cross screen retention and
acquisition campaigns.
Any Questions?
Speak to your Sky Media contact or email
[email protected]
@SkyMediaUK
skymedia.co.uk/skyadvance