Television Advertising has been a core channel in the marketing mix for over 8 decades,
with the first gracing our screens in the mid 1940’s. Since that first advert, shown during a baseball game between the Brooklyn Dodgers & Philadelphia Phillies, businesses around the world have utilised the power of national television to get their brand in front of customers.
From that, we’ve seen brands built from the power of TV advertisements. Yet, as much as we celebrate it, it can be a big ask to justify spending thousands on a national TV advert. The results can be hard to track and with limited targeting capabilities, it’s hard to know if your advert has reached your core audience.
Combine this with a surge in PPC models, and advanced targeting for digital advertising, you may question – why should I invest my budget into television? Especially within the B2B space. What is the point in reaching everyone when you can’t 100% know that business owners and decision-makers will see it?
Well, you’re in for a treat, because now with AdSmart from Sky – you can do just that. Although AdSmart has been around since 2014, you may have questions about what it is and how you can use the service to its full potential, particularly in the B2B space.
I’m here to show you why television advertising is no longer reserved for the big brands, and those trying to reach directly to the consumer. Let’s dive into how you can unlock B2B Television Advertising.
If you’d like to figure out how to work out the ROI of your video marketing, including AdSmart from Sky, check out our blog How to Measure the ROI of your Video Marketing.
Table of Contents
- Why is television important anyway?
- What is AdSmart from Sky?
- Why Should B2B Marketers Should Use AdSmart?
- How to Use AdSmart from Sky for B2B Marketing
- Examples of Our Work
- Conclusion
But why is television important anyway?
Credibility and Trust
The biggest appeal for utilising television advertising is its ability to generate credibility and trust. Viewers often perceive television TV advertising as more credible than other channels, as it signals legitimacy and professionalism. This applies to both the B2B & B2C space.
Engagement Through Emotional Connection
TV Advertising is also favoured for its ability to generate engagement. Through storytelling, visuals, sound and motion, you can create a strong emotional connection which helps you stand out and leaves a lasting impression.
Storytelling Potential
Speaking of storytelling, television advertising provides a platform to create compelling, longer-form storytelling which can often be absent from solely social and PPC advertising. You can complicate complex messages and evoke emotions easily compared to shorter and static formats.
Enhanced Brand Recall
It allows for increased brand recall, the visual and auditory stimuli found with an advert help to create a stronger memory of your brand.
Complementary Online Impact
With more and more people using connected devices, TV adverts accompany online activity. As users will often search for products and brands they see online on their second device.
Improved ROI
Lastly, studies often show that including TV advertising in your marketing mix significantly improves your overall ROI. It has been proven that TV advertising generates an ROI two to four times higher than other digital channels and performs nearly on par with paid search for purchase intent (BarnRaisers, LLC, 2021).
All of this to say, now we are able to apply these principles into the B2B space.
With the power of AdSmart from Sky, you can reach core decision-makers and business owners while they’re at home in the middle of their favourite TV shows. It’s a surefire way to make an impact and make your brand stand out.
What is AdSmart from Sky?
So, what exactly is AdSmart from Sky? AdSmart is a unique TV solution that allows you to precisely target your ideal audience. Unlike traditional TV advertising that reaches a very broad audience, AdSmart uses advanced data streams which deliver tailored ads to specific households. It ensures each household receives ads that matter to them, not only making the customer happy but enhancing your campaign effectiveness.
AdSmart from Sky has unique data partnerships with providers such as Experian, Nectar, Companies House, Mastercard and 10 other top data providers. This means your targeting parameters can be enriched to reach the right audience – including other business owners. This can span even further, however, and you can target based on location, demographic and even interests.
You can utilise the platform across a variety of different platforms, including 127 TV Channels, 8 Apps (including connected TV and Video On Demand) and 50 devices from gaming consoles through to mobile.
AdSmart also commit to showing your advert to household addresses that are fully verified and have engaged active viewers so you can be certain your advert is reaching the people that count.
What’s even more exciting is that they harness the power of first-party search behaviour targeting. Through their partnership with Captify, a leading provider of search intelligence, businesses can leverage online search behaviour data. AdSmart from Sky will match detailed search intent and behaviour patterns alongside Sky’s household data to ensure highly relevant ad deliveries. They focus on individual search patterns and geographic context for the most optimal campaign performance.
Utilising the platforms, devices, data and search intent, you can be sure to reach exactly who you need for your B2B Television Campaign. This provides a truly exciting opportunity to set yourself apart from your competitors.
Why Should B2B Marketers Should Use AdSmart from Sky?
Hopefully, at this stage, you have a clear idea of why you should use AdSmart from Sky as part of your B2B Marketing Strategy. But just to summarise:
Precision Targeting
With the quality data streams that are partnered with AdSmart, B2B marketers can target their ideal audience with high accuracy. This ensures your ads reach the right decision-makers.
Cost-Effective Advertising
With AdSmart, you can avoid wasteful spending and allocate budgets efficiently. There is more flexibility on how much you need to spend. With national TV campaigns, the costs can be much higher.
Improved Engagement & ROI
TV advertising generally can improve your engagement and ROI metrics. With AdSmart from Sky, you can strategically approach your campaign to ensure engagement and ROI metrics remain in the positive.
How to Use AdSmart from Sky for B2B Marketing
In terms of the elements to consider when you’re approaching your B2B AdSmart Advertisements, it is important to have a clear vision of the following:
Audience Segmentation
Overlay your existing customer data into your audience segmentation. Work closely with your AdSmart from Sky account manager and be clear on your buyer personas. This will ensure you can drill down into who exactly should see your advert.
Personalised Messaging
Be sure to develop a clear message. This should represent what your audience will resonate most and showcase your brand identity. Consider unique and creative approaches that will stand out for your audience.
Your Goals & Objectives
Be sure to consider the goals & objectives of your television advert. Not only will this help to guide the Adsmart team in developing a targeted approach, but it will provide a benchmark for success and reporting purposes.
Let’s take a look at an example of what targeting parameters you could set:
You are a Staffordshire based marketing agency specialising in the construction and manufacturing sector. The campaign you want to run aims to promote your services and support local businesses. You want to reach owners of a mid-size construction company with a turnover of £30M. They must be within a 30mile radius of Staffordshire. The business owners have recently searched for marketing agencies online.
AdSmart from Sky will allow you to define specifics down to this level of detail. This ensures you can have a well-rounded approach to your campaign planning. It will also support in helping you to define your goals and objectives.
Learn how to develop your video marketing strategy. Take a look at our 6-Step Guide to Developing a Video Marketing Strategy.
To learn how you can write an amazing brief for your Television Advertisement, check this out. Here’s Our Guide to Writing a Video Marketing Brief That Delivers Results which includes a Free Template.
Examples of our work for AdSmart from Sky
FFS AdSmart from Sky Love Island Commercial
Check out our commercial for FFS, an award-winning shaving company. It aired during the ad breaks for popular reality TV show Love Island. Click here to read the full project.
Open Space Concepts AdSmart Campaign
Open Space Concepts wanted to promote its amazing outdoor living spaces with AdSmart from Sky. They targeted couples age 50+ in several geographical areas in the UK over a 2 week period. Read more here.
Laures Homes promotional campaign
Laures Homes are a new build development company who wanted to showcase their properties on television using AdSmart from Sky. Check out the full advert below.
Unlock the Power of AdSmart from Sky for B2B Success
In a world where precision and ROI are paramount, AdSmart from Sky bridges the gap between the broad appeal of television and the targeted nature of digital advertising. For B2B marketers, it provides a unique opportunity to leverage the credibility and storytelling power of TV while ensuring your message reaches the right decision-makers.
All of this to say, that doesn’t mean national television advertising is a dying art. There is still lots of space for these larger-scale campaigns for those brands that have mass appeal. But, AdSmart offers an exciting opportunity for B2B and niche brands to unlock the power of television.
By combining advanced targeting capabilities, cost efficiency, and the ability to amplify engagement across multiple channels, AdSmart positions itself as a game-changer for modern B2B campaigns. Whether you’re looking to establish trust, enhance brand recall, or achieve measurable ROI, AdSmart from Sky ensures your investment works smarter—not harder.
Ready to take your B2B marketing to the next level? Start crafting your targeted TV campaign today and see the difference it can make for your business. For more insights and tools to optimise your strategy, explore our guides. Check out Developing a Video Marketing Strategy and Writing a Video Brief That Delivers Results.
If you’re ready to discuss with us further, get in touch or give us a call on 01782 454054.
