Addressable Advertising
We Are Experts
We are leaders in addressable advertising, having successfully deployed more than 40 Sky AdSmart services. Our deep understanding of dynamic ad substitution, enables broadcasters, advertisers and service providers to deliver personalized, impactful campaigns. Backed by a team of skilled system integrators, we specialize in creating scalable, compliant, and future-ready advertising solutions tailored to maximize audience engagement and ROI.
Addressable Advertising has its roots in the web space. However, the advantages are available in other mediums too. At BCi Digital we have been heavily involved in bringing this functionality to mainstream broadcasters; we understand the importance of measurement within the Advertising Platform and interpretation of data into accurate measurement of impact is key to the success of any campaign.
- What is Addressable Advertising?
- Why Addressable Advertising?
- Award Winning Adsmart Solution
- What We Offer
What is Addressable Advertising?
Addressable advertising is revolutionizing the way ads are delivered on linear television, allowing advertisers to reach specific households with personalized messages rather than broadcasting the same ad to an entire audience. By utilizing data from set-top boxes, smart TVs, and other connected devices, advertisers can now target viewers based on their demographic, geographic, and behavioural profiles. This level of precision helps brands deliver ads that are more relevant and engaging, significantly improving ad effectiveness and return on investment (ROI).
Addressable advertising in broadcast linear television is achieved through dynamic ad substitution (DAS). It is the real-time replacement within the client device of standard broadcast ads with targeted alternatives that better match the household’s profile, without disrupting the viewing experience.
This process enhances the traditional model of linear TV advertising by combining its vast reach with the precision targeting traditionally associated with digital advertising. Advertisers can deliver updated, contextually relevant ads, ensuring that each household sees content tailored to their preferences.
Dynamic ad substitution is bringing digital-like targeting capabilities to the world of linear TV, transforming how brands engage with viewers and delivering more personalized, impactful advertising experiences.
Why Addressable Advertising?
This type of advertising makes a lot of sense and is a far more efficient way of operating for many.
It can target geographics as well as demographics. For example, a local car dealership can bring their offerings to a local market, and specifically to people who have a much greater probability in wanting to buy a new vehicle.
The broadcaster can get more clients, and the advertiser can get a price that matches their business needs. The potential end customers also benefit in seeing ads more suited to them and their needs.
Award Winning Adsmart Solution
A leading light in this field is Sky with their award winning Adsmart solution.
BCi Digital were behind this success. We handled the system integration with architectural support, and our ODTS (On Demand Test Suite) also played a key role in final system testing.
What We Offer
BCi Digital provides consultancy services to enable customers implementation of business systems, processes and organisation required to support Addressable Advertising. This could be the repurposing of existing systems or green field start from scratch design.
