TV Advertising Masterclass for Levy Payers
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On February 1st JQBID organised a free TV advertising masterclass for Levy Payers in partnership with Spark Media and Adsmart from Sky at The Jointworks. Attendees were also treated to a wine tasting by Arch 13.
The first presentation was by Adsmart from Sky, about the benefits of using their platform for TV advertising. Sky’s motto is ‘Believe in Better’ and their commitment to great content is one of the reasons we are living in the ‘Platinium Age of TV’ with some of the most critically acclaimed and talked about shows of the last few years being made by Sky. There’s never been a better time to advertise on TV with TV quality improving (4k screens and bigger TVs at home) and more choice than ever for viewers (channels and streaming services). TV is also still seen as the most trustworthy medium – even more than Newspapers and Radio, and much higher than social media, so it’s a good place to build the reputation of your brand. People still watch more adverts on TV than other forms of video – on average 17.1 minutes a day acorss all audiences. And new technology is making it easier than ever to get your advert seen by the right people.
Adsmart allows you to reach customers watching live TV, on demand and across digital platforms such as Youtube, social media and Sky Go to give you the best of TV and the best of digital. You can reach large audiences, appear alongside high quality content, target your customers effectively and it’s more accessible for small and medium companies than ever before. Since launch Adsmart has worked with 7000 clients, including 75 of the top 100 advertisers in the UK, but also with 75% of clients who are new to TV advertising – with 70% repeat customers. This includes many jewellery and watch brands, as well as customers from luxury good brands, education sector and also BIDs and local authorities.
Airtime plans for your 30 second advert can cost as little as £3000. Adsmart technology allows two households watching the same TV programme via their Sky box to be shown different adverts based on data about them. Sky hold their own data about customers and also work with 3rd parties like Experian, Mastercard and Nectar to build a picture of customer wants and needs. They can also target geographically much more tightly than traditional Broadcast regions, to postcode level or using a radius from your business location. This allows you to reach the right households.
The Adsmart adverts are usually shown first in the commercial break to increase viewing rates, and are only sent when the Sky box indicates that the TV is actively being watched (based on interaction with the remote). If the viewers switch over before 75% of the advert is shown, that doesn’t count as an impression – much fairer than social media video views which may be based on scrolling past in a couple of seconds. Their reporting allows you to measure the effectiveness of your campaign against a range of KPIs. So you can plan, execute, evaluation and replan for your next campaign.
There was a very useful and relevant case study from Fine Watch Club, a watch shop based in Norwich:
Fine Watch Club – Case Study
Fine Watch Club | AdSmart from Sky | Campaign Case Study on Vimeo
If you would like to know more about advertising with Adsmart – contact Sarah Burnett Regional Adsmart Executive – Midlands
However, without the right advert, there’s little chance of success on TV even using the latest customer targeting technology.
The second presentation was by Spark Media who are a full-service video production company based right here in the Jewellery Quarter. They work on everything from TV adverts and brand films, to VR and drone filming, as well as live streaming for events, animation and social media campaigns. Because everything including direction, production, editing and animation is done in house, their service is flexible and affordable. They believe that idea is everything. Powerful storytelling and innovation drive success and that by working with Spark you can get ‘Creative that Works’. They have won the awards to prove it including from the Royal Television Society. You’ll definitely have seen some of their work if you are local, because they produced the opening credits for the Birmingham 2022 Commonwealth Games! They have worked with companies and organisations large and small, and are able to adapt their services to your budget – for example using animation which was more cost effective for a recent Christmas advert campaign for Birmingham Dog’s Home – which had huge success in attracting donations to feed the dogs over the festive period.
If you would like to talk to Spark Media about creating an advert, you can contact Danny Gwynne – Co-Director of the company.
The masterclass was interspersed by wine tasting, with three delightful wines to sample supplied by Arch 13 bar. Ed from Arch 13 talked through each selection, including the history of the variety and recommendations for pairing. Everyone left with a new appreciation for Cava (move over Prosecco, Cava is back!), a desire to visit Basque Country or at least treat themselves to a bottle of Txakoli (much easier to drink than pronounce) and a newfound love of Bulgarian red wine (and the lack of headaches associated with it!).
The wine list was:
Perelada Stars
Brut Reserve Cava
2021
Penedés, Spain
£12.95
Rezabal
Getariako Txakolina
2022
Txakoli, Spain
£15.60
Ch. de Bourgozone
Via Istrum Esparanto
2020
Danuabe Plain, Bulgaria
£17.49
You can buy all of these and many more, from Arch 13 bar, and they also have regular wine tasting events as well as being able to supply wine and tasting for private functions.
The JQBID was pleased to see so many Levy Payers turn out for this masterclass, to take advantage of the exclusive Adsmart airtime discount for Levy Payers and to learn more about the future of TV advertising.
