Rippleffect has bolstered its advertising offering, partnering with Sky AdSmart to help deliver highly-targeted TV campaigns.

Combined with digital, we’re able to help our clients utilise this solution alongside search, video and display strategies in order to truly maximize cross-channel campaigns.

Available in 1 in 4 UK households, Sky AdSmart allows advertisers to target specific audiences based on a range of household attributes.

Research has found that only 5.2% of viewers change channels during AdSmart ads, compared to the national average of 10% during standard ad breaks.

The data suggests that tailoring adverts in this manner is proving much more effective than simply blanket-bombing viewers.

Dave Lavender, digital advertising executive, said: “Sky AdSmart complements an overarching marketing campaign perfectly; used alongside common paid-for digital marketing tactics such as pay-per-click and display advertising, it helps brands tightly-target key audiences with potentially greater returns on investment.

“We’ll be working with our clients to determine how it can be best incorporated as part of any wider strategy. With digital marketing in mind, it utilises similar targeting tactics to paid search to ensure that only the correct audiences are presented with relevant ads. Because of our experience in the discipline, we’re best placed to help manage the approach taken to implementing Sky AdSmart campaigns.”

Consumer data is derived from a combination of Sky’s own customer data and information around consumer profiles from market experts such as Experian. Just a few of the main attributes advertisers can choose to target include:

  • Region
  • Postcode area
  • Affluence
  • Household Composition
  • Expectant Families
  • Age of Children
  • Pet Ownership
  • Home Ownership
  • South Facing Garden
  • Age of Vehicle
  • Number of Vehicles
  • Car Insurance Renewal