『CTV-02: in conversation with David Sanderson, Business Development Director, Sky Media』のカバーアート

CTV-02: in conversation with David Sanderson, Business Development Director, Sky Media

CTV-02: in conversation with David Sanderson, Business Development Director, Sky Media

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 In this episode, David Sanderson explains Sky Media's addressable TV platform, AdSmart, its evolution since 2012, and why true addressability requires a residential address - not just an IP or postcode. The conversation covers Sky's position within Comcast, the enduring strength of linear TV, Sky's representation of Warner Bros., Discovery, Paramount/Channel 5, and Virgin Media, and how the fragmented viewing landscape is actually beneficial to Sky. Key themes include the three As of addressable TV (address, ad insertion, audience measurement), the importance of UK broadcast regulation for brand trust, and why digital marketers are increasingly turning to TV as PPC click-through rates decline post-LLM.NotesSky Media is part of Comcast, acquired for £38 billion in 2018; Comcast also owns NBCUniversal, CNBC, Universal Studios, and theme parksAdSmart launched in late 2012; originally developed to stop existing Sky subscribers from seeing "new subscriber" offers at a differential or lower price to their current packageOver 4,000 advertisers have used AdSmart to dateAdSmart reaches around 10 million Sky homes, with return path data from 4 million households—far larger than BARB's 5,000-home panelVirgin Media subscribers (3–4 million) are now part of the AdSmart addressable propositionMinimum campaign spend: £3,000; minimum targeting: 5,000 homesOver 1,000 targeting options available (affluence, home ownership, vehicle type, propensity for expensive holidays, etc.)AdSmart dynamically inserts ads into live TV; if viewers fast-forward or don't see the ad, advertisers don't payPost-campaign measurement tracks web activity and sales matched back to households exposed to adsUK TV is highly regulated—all ad claims are verified by a third party (Clearcast), which builds brand trustTV viewing in the UK is as strong as 10 years ago; linear remains dominant (live sport, news, appointment viewing)Sky's share of ad-funded viewing is the largest in the UK, ahead of ITV and Channel 4; Netflix's ad tier accounts for only ~4% of viewing, Amazon's ad tier for under 5%Sky is testing addressable sponsorship, allowing dynamic, profile-based sponsor credits (e.g., different Volvo models for different households)Gen AI is lowering ad production costs, opening TV to more SME advertisersA joint addressable TV marketplace with Channel 4, ITV, and Comcast Advertising is planned for 2026Episode Running Order00:00 — Introduction; David's role and the evolution of Sky Media02:00 — Origins of AdSmart: from subscriber segmentation to addressable advertising03:00 — Sky as part of Comcast; global synergies and content access04:00 — "Content is still king"; Sky's represented channels and sports rights05:00 — AdSmart capabilities; tech agnostic, largest UK TV sales house06:00 — TV viewing is as strong as 10 years ago; fragmentation is Sky's friend07:00 — Sky's role as platform and aggregator; simplifying choice08:00 — Virgin Media partnership; combined addressable reach09:00 — Content creation and commissioning in a fragmented world10:00 — Sky's share of ad-funded viewing; Netflix and Amazon ad tiers11:00 — Why "CTV" is a misleading term13:00 — The three As: Address, Ad insertion, Audience measurement14:00 — Why residential address matters; postcode vs. address16:00 — Ad insertion into premium content; brand safety17:00 — Return path data from 4 million homes; measurement and attribution19:00 — Tracking web activity and sales; integrity of residential address data21:00 — How advertisers should approach the market; minimum spend and targeting23:00 — £3,000 minimum; 5,000 homes; accessible entry point for SMEs24:00 — Working with agencies, production companies, and brands directly26:00 — UK broadcast regulation; Clearcast approval; brand trust28:00 — Chinese EV manufacturers and targeting homes with driveways29:00 — Brand safety and verified claims; contrast with YouTube and social30:00 — The pace of change; over 1,000 targeting options; third-party data32:00 — Addressable sponsorship: dynamic, profile-based sponsor credits33:00 — Gen AI and lower-cost ad production; future opportunities35:00 — Digital marketers turning to TV as PPC click-through rates decline post-LLM37:00 — Closing; invitation to CTV summit in Spring 2026Key Quotes"Content is still king.""Up until we launched our addressable initiative in late 2012, Sky was a satellite only, all or nothing national satellite footprint platform.""Around about 4,000 advertisers have used our addressable capabilities so far.""Sky is a wholly owned subsidiary of Comcast, which is a billion dollar turnover media conglomerate... bought Sky for £38 billion in 2018.""TV viewing is actually as strong today as it was 10 years ago. It went up during COVID and it's come back to a level that puts it on par with about 10 years ago, which surprises lots of people.""There's lots of nonsense in the market about the end of TV and digital taking ...
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