DMS Partners Event 17 th 2014 Jeff Eales Director of Systems & - - PowerPoint PPT Presentation

DMS Partners Event – 17th 2014

Jeff Eales – Director of Systems & Development Sky Media

Points of Interest – Sky

• Spend over 2 billion per year on content
• Customer & Content is “King”
• TV viewing is on the increase average of 4 hours per day
• 85% of ALL TV Viewing is Live
• Source BARB UK

Points of Interest – Sky Media

• TV Sales House
• UK & Ireland
• Over 230 Linear channels
• 30 million spots per year
• Sponsorship, Pubs
• Product Placement
• Online, Websites, Sky Go, Other Apps

Points of Interest – Jeff Eales

• Board Director of BARB, British Audience Research Board
• 5100 homes panel , 11500 individuals
• Board Director of Clearcast
• Clears ALL UK commercials for transmission
• Commercial Brand Attribution Contract
• Caria Contract, Campaign Approval & Copy Rotation System
• Board Director of TAM Ireland, Television Audience Measurement

Convergence - TV & Online

Technology Process Linear TV Online

Sky HD Sky Go Sky Anytime Sky Mobile Sky Pub Sports

Social Media

Sky Apps Skysports.com Sky 3D Sky Sports Active

Game Of Thrones

SKY ATLANTIC EPISODE 1 Premiere - Live Premiere - Sky+ Repeats - Live Repeats - Sky+ Sky Anytime Sky Go

Based on the bestselling fantasy book series A Song of Ice and Fire by George R.R. Martin , this sprawling new HBO drama series is set in a grounded fantasy world inhabited by ambitious men and women of both honor and ill repute, much like our own real world.

0m 2.4m 0.6m 1.2m 1.8m

18 Feb 2011 Anytime Planner +24 Hours

• 24 Hours

Anytime Planner +24 Hours

• 24 Hours

Sky Adsmart – Facts & Figures

• 7 Year project
• TV more relevant to more brands
• Significant Investment
• Launched Test & Learn 27th August 2013
• 50 Advertisers
• 100 Audiences : Most Advertisers used 2 or more audiences
• Not one Advertiser used the same audience

Sky Adsmart – Why ?

• 11.2 m Customers
• Great Content
• Sky Media Sales House
• Sky IQ
• Set Top Box

Sky Adsmart – How Does it Work

• 6 million Set top boxes
• Via Satellite: Populate the Set Top Box with Attributes
• Who, Where, Household Composition, Targeting Metric we decide
• Via Satellite : Populate the Set Top Box with Ads
• Only Relevant Ads are sent to each box
• Ads on the box then sit and wait for an Adsmart EVENT
• Adsmart EVENT occurs when we enable Adsmart on:
• Channel, Break, Spot

Sky Adsmart – Adsmart EVENT

• Sky Channels Only
• No Live Sport or News
• Adsmart Event occurs the set top box controls
• Decides which Advert to play
• Frequency
• Compliance
• Signals the TV audience people meter that an EVENT as occurred

Measurement

Sky Adsmart – Measurement

• Two Actions to measure
• The Adsmart Advert
• The Linear Advert that has been replaced
• The Adsmart Advert
• Measured by Sky IQ, 500,000 set top boxes daily, 1 in 12 Homes
• The Linear Advert
• Signals the BARB meter giving correct linear audience

Sky Adsmart – Currency

• Adsmart Currency
• Viewed at Normal Speed
• 75% of the advert has to be viewed
• Developing this currency across all our systems
• Current online currency is either 1 frame or 1 second

Sky Adsmart – Targeting Attributes

• Region
• Conurbation
• Life Stage
• Kids Age
• Gender
• Affluence
• Home Owner
• Mosaic Life stage

Sky Adsmart – Growing the Market

• New to TV
• Direct Marketing
• Online
• Regional Press
• Regional Radio

Sky Adsmart – Future

• Live Sport & News
• Flexible Segmentation
• Extend to all other Sky platforms
• Sky Channel Partners
• Third Parties
• Behavioural Targeting
• Personal Targeting

Questions