I would love to try TV Advertising...

When you think of TV advertising, your brain likely immediately takes you to a cinematic ad that lasts several minutes and costs a huge amount. While these advertisements might work well for some big businesses with a huge budget, there are other options out there.

With TV advertising being one of the most impactful advertising methods, you don’t want to wait too long to get in the game – especially now that it’s easier and more affordable than ever.

What if there was a cost-effective way to get your advertisements on TV, in front of an enormous and engaged audience? You’d definitely go for it, right?

This is where Sky Digital comes in.

Sky Digital is specialised advertising from Sky. It provides a way to get your advertisements on TV alongside many other platforms at a fraction of the cost of traditional TV advertising by showing short advertisements to those watching TV via a Sky streaming service.

The future is digital, and more people are resorting to watching sports and their favourite tv shows on their media devices.

What is Sky Digital?

Sky Digital allows you to serve display ads or short-form video-on-demand adverts to a highly targeted audience.

The ads are delivered on Sky streaming apps and websites, social media platforms, and websites that are partnered with Sky Publisher Player. This allows users to see ads targeted specifically to them based on demographics, geographical location, content genres, programmes, and events.

TV advertising has never been so accessible to SMEs, thanks to Sky Digital. Sky Digital advertising offers the chance to put your advertisements on TV around the shows viewers love at a much more affordable rate than traditional TV advertising.

Why Use Sky Digital to Get Your Ads on TV?

Around 97% of the UK watch TV regularly. In fact, they watch an average of 28 hours and 18 minutes of TV and streaming content each week.

Out of all TV viewers in the UK, 65% of them subscribe to at least one streaming service, and 45% subscribe to two or more. This means that most UK TV watchers are watching via a streaming service. If you can advertise your brand to relevant viewers at the time they are most engaged, your conversion rates can skyrocket.

How advertising works allows you to harness your creativity to create impactful advertising. It shows that your business knows how to stand out in the digital age and isn’t stuck in the past like some of your competitors.

Essentially, Sky Digital gets your brand on screens (both big and pocket-sized), in front of a tailored audience, on a premium, trusted platform. This advertising method is highly impactful and cost-effective, which sets it apart from other, more traditional methods.

Sky Digital’s Reach

Sky media’s reach is a whopping 29.1 million UK adults across all Sky platforms monthly. This includes well over 200 million views per month and 35 million viewers.

Access to numbers like this is amazing, especially when you can finely tune the targeting. Choosing a demographic can be so specific that no two houses on the same street will see the same advertisements.

That’s not something you could achieve with Traditional TV advertising!

Sky Media owns the rights to exclusive content, such as Premier League clips, which means Sky will be the only place some people can view what they want. Premium content like this helps attract loyal viewers who are highly engaged with the content they watch.

People trust Sky as a brand and subscribe to Sky media because of this. Being associated with a trusted brand link, Sky can help position your brand as trustworthy in the eyes of the consumer. In other words, you’ll be considered a safe bet because they trust the Sky platform on which ads are served.

This perception of trustworthiness can help accelerate the relationship between your brand and the consumer.

Ad Format and Targeting Options

One way to get your advertisements on TV is through pre-roll ads created as short-form video content (between 6 and 30 seconds). These short advertisements grab the viewer's attention as they are about to watch their preferred shows. They can also appear during the break for live TV.

Using this kind of advertising helps keep viewers engaged by only demanding attention for a short period of time, and they are less intrusive overall. They also benefit from higher brand recall rates, as they are shown to viewers when they are most engaged with the screen.

These pre-roll adverts allow for a highly targeted approach, which results in more efficient spending. The demographics targeted include 16– to 34-year-olds, ABC1 men, geographical areas, postcodes, content genres, programmes, and events.

So, if you want to target 20-year-old ABC1 men who live in Newcastle and enjoy watching sports and drama, you absolutely can.

Aside from utilising the pre-roll ads to get your brand on TV, Sky Digital offers more traditional digital advertising, such as display ads and homepage takeovers on the Sky Sports website and app—although these often come at a much higher cost.

Accessibility and Flexibility

Sky Digital is accessible to everyone and offers tons of flexibility. You can buy advertising directly from the Sky sales team, which can help you with your campaign.

Alternatively, you can use the programmatic self-serve approach. This allows you to operate the Demand Side Platform and have access to real-time delivery, reach and frequency.

If you’re unsure how to get started with Sky Digital advertising, contact us at The Ark Media, and we can help you explore how it could benefit your marketing campaign. Our team can use their expertise to run advertising campaigns on Sky Digital for you. That way, you still benefit from seeing your brand on TV, but you have one less thing to worry about.

Sky Digital is suitable for businesses of all sizes and has the flexibility to work with various budgets in a simple yet effective way. Our team can help you utilise this new way of TV advertising to bring your business unparalleled success.

Measuring Success

As with all types of advertising, measuring success is paramount. After all, how will you know how your advertisement is performing if you don’t define how success is measured?

Sky Digital keeps on top of measuring your advertisement’s success by tracking things like digital engagement – such as click-through rate.

Sky Digital also employs brand studies as a form of success measurement. During these brand studies, 64% of viewers had a positive response, 26% had prompted ad recall, 37% had unaided brand mention, and 8% had purchase consideration.

These metrics are very important when it comes to measuring the success of any type of advertising because they show how well your brand has stuck in the consumer's mind. The higher the recall rate, the bigger the impact of the campaign.

By using these metrics, Sky Digital makes it easy to see how your advertising is doing and can help you decide whether to narrow down targeting further or make any changes.

Still Need Help With Using Sky Digital?

The biggest thing Sky Digital has done for businesses is create a platform for advertising on TV that’s accessible to small and medium business owners. Where previously SMEs have perhaps found the idea of having a budget to advertise on TV impossible, Sky Digital advertising has positioned it as within reach for almost anyone.

Get in touch today to discuss how our experts can get your business started by serving TV ads on the Sky Digital platform.