This document provides an agenda and overview of a TV summit event discussing Sky AdSmart, Sky's addressable TV platform. The following will occur: 1. Registration and networking from 5:30pm, followed by an introduction from Matt Sullivan of DMA at 6pm. 2. Daniel Stephenson of Sky will present on Sky AdSmart from 6:05-6:45pm, discussing how it provides a direct and data-driven approach to TV advertising. 3. A question period will follow from 6:45-7pm, with networking until the event concludes at 7:45pm.

1. A TV dinner - Manchester
Tuesday 15 July 2014
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2. 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
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3. Introduction
Matt Sullivan, Consultant, DMA
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4. tvsummit.dma.org.uk
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5. TV Dinner: A direct and data driven approach
Daniel Stephenson, Sky AdSmart Controller
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6. The Direct Marketing Association
TV Dinners: A Direct & Data Driven Approach
Mad Men – Series 7

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…

8. Sky AdSmart
A 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

9. Direct Marketing Online Regional radioRegional pressTV
Not Just TV Enhanced

10. Sky AdSmart
Context

12. Evolution

13. 11.4m
Ecosystem

14. 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

15. Channels
* Excluding live programmes
A League Of Their Own
*

16. 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

17. Sky AdSmart
How it works

18. Attributes1

21. Attributes1
Sky AdSmart Ads2

22. Attributes
Sky AdSmart ads
1
2
Hint Code3

24. Sky AdSmart
Campaign Delivery & Targeting

25. 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

26. Core Attributes

28. 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…

29. 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

30. 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

31. Regions

32. London
Manchester
Liverpool
Newcastle-Sunderland
Edinburgh
Glasgow
Belfast
Birmingham
Nottingham-Derby
Leeds-Bradford
Sheffield
Leicester
Cardiff
Bristol
Portsmouth-Southampton
Brighton
Metropolitan Areas

33. 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.

34. Sky AdSmart To Date
Progress & Top Line Learnings

35. So far, so good…

36. Lego
Existing 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.

37. 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 property
Likely to buy/sell/rent property within the next year
(from primelocation.com Sky AdSmart campaign)
Source: BDRC Continental Sky AdSmart effectiveness

38. Sky AdSmart Today
Actionable Approaches from Today

39. Sky AdSmart
Deliver 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

40. 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

41. 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
££££££

42. 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

43. DMA Planning Considerations
Possible 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

44. Sky AdSmart Tomorrow
Opportunities from Q4 2014

45. More
Targeting
More
Channels
More
Platforms
Sky AdSmart
Growth in 3 Key Areas

46. Postal Area Targeting

47. 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

48. tell
a
me
story
Single Customer View
Underpinning the Ecosystem

50. Believe in better

51. Questions
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52. Networking
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