Sky saw an opportunity to create true innovation in the TV advertising industry. Co-operation with Cisco made the vision reality. TV advertisers want to aim right ads at right homes Ad platform provides viewer targeting with unprecedented accuracy. TV’s ad model is limiting: the same ads served to all viewers at the same time. To update the model—and boost revenue—Sky and Cisco built Sky AdSmart, which serves TV ads to households based on unique pro!les.

1. Business
Audience
targeting
increases ad
recall by up
to 27%
Technical
Targeted
linear TV ads
in 6.5 million
households
Transforming the TV
advertising model
Sky saw an opportunity to create true innovation
in the TV advertising industry. Co-operation with
Cisco made the vision reality.
“Sky AdSmart is the single biggest innovation in the
broadcast advertising market for probably 20 years. — Jamie West, Deputy Managing Director, Sky Media ”
Case Study | Sky
Size: 31,000 employees Location: London Industry: Media & entertainment
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2. Home Technical
TV advertisers want to aim
right ads at right homes
Ad platform provides viewer targeting with
unprecedented accuracy.
TV’s ad model is limiting: the same ads served to all viewers at the same time.
To update the model—and boost revenue—Sky and Cisco built Sky AdSmart,
which serves TV ads to households based on unique pro!les.
Videoscape capabilities enable
extreme granularity
AdSmart uses key capabilities from Cisco®
Videoscape™ to pinpoint audiences, playing
targeted ads to subscribers according to
90 combinable attributes, such as life stage,
a"uence, and locale.
More sizzle and sophistication
Sky is working to attract advertisers with new
options that extend and grow brands.
Audi found
viewers
targeted with
its AdSmart
campaign
were twice
as likely to
buy a new car as
broader TV ad
viewers
2X
Business
Business
A splashy debut A bigger pool
AdSmart enables specialist
and regional advertisers to
use the power of TV.
40 brands of all sizes and
categories signed up to Sky
AdSmart right away
“ What brands are really trying to capitalize on is that amazing
brand-building power of TV. AdSmart enables advertisers to
target who they want, when they want, and how they want. — Jamie West, Deputy Managing Director, Sky Media”
40
Learn more Watch the video
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3. Technical “ Cisco and Videoscape helped us innovate and
Home Business
Technical solution
enhances TV
Develop an end-to-end digital delivery chain that will evolve the television
advertising model using millions of existing set-top boxes—and do it all without
service interruption to viewers or expensive equipment upgrades. That was
Sky’s mission. Partnering with Cisco made it possible.
Cisco hits the target
Videoscape let Sky build a personalized ad-targeting platform by
providing advanced video capabilities both as “a la carte”
applications and end-to-end solutions. Videoscape furnished
the channel scheduling and playout automation interface,
metadata capabilities, audience measurement system, and
more, that made the revolutionary AdSmart system a reality and
delivered it to viewers invisibly. All they’ve noticed is that TV ads
are now more relevant to them.
deliver a product that, without them, I don’t think
would have been as innovative as it is now. — Jamie West, Deputy Managing Director, Sky ”Media
%
62%
AdSmart audience
were 62% more likely
to have bought Lego
having seen the ads
rise in sales seen by Ford
dealership after AdSmart campaign
Already active in over
20% of all U.K.
households
Nearly
70%
of AdSmart
advertisers had
not previously
advertised either on
TV or on Sky
Learn more Watch the video
Cisco and the Cisco logo are trademarks of Cisco Systems Inc. and/or its a!liates in the
U.S. and other countries. A listing of Cisco’s trademarks can be found at www.cisco.com/
go/trademarks. Third-party trademarks mentioned are the property of their respective
owners. The use of the word partner does not imply a partnership relationship between
Cisco and any other company. (1005R)
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