24: Live Another Day. Sky Media & Sky AdSmart

Transcription

1 24: Live Another Day Sky Media & Sky AdSmart

2 Andrew Griffith Chief Financial Officer and MD Sky Commercial Business Jamie West Deputy MD Sky Media

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5 Widening and growing opportunity for Sky Pay light Subscription Products Transactional Adjacent Businesses

6 Adjacent Businesses Channel distribution 3.5bn 900m 3.0 bn 1.2 bn 2.4 bn 3 bn 5.6 bn UK TV advertising market UK wholesale opportunity for Sky UK betting market International sales of UK content UK mobile data market Market Research industry Total UK advertising market less TV Mix of established and new businesses Significant headroom for growth in all segments Market size based on the following: Sky Media and Sky Adsmart: Ad Dynamix (Nielson); Channel distribution: internal sources; Sky Bet: Clarion Market Insight; Sky Vision: UK Television Exports 2012; The Cloud: 2013 Communications Market Report (Ofcom); Sky IQ: Market Research Society.

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9 Ad revenue trends by sales house

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11 Marketing Trends in the Media Landscape Content Marketing Social Media Personalisation Data

12 TV the number 1 brand builder

13 HD, 3D and built in Wi-Fi Records up to 350 hours of HD content Advanced EPG access to On Demand world Delivers Sky AdSmart seamlessly

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16 The UK advertising market Internet (Display) 435m Direct Mail 1,350m Other Advertising 6,229m TV 4,278m Radio 5627m Door Drops 144m TV 4,278m Outdoor 785m Cinema 184m Press 2,692m

17 The Opportunity Targeted Media Internet (Display) 435m Direct Mail 1,140m Regional TV 120m Regional Press & Radio 900m Internet Display (50%) 275m Search(33%) 1,200m Outdoor(25%) 200m Direct Mail 1,350m Radio 5627m Door Drops 144m Outdoor 785m Cinema 184m Total 3,835m Press 2,692m TV 4,278m

18 Mad Men

19 1 Attributes

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22 1 2 Attributes Sky AdSmart ads

23 1 2 3 Attributes Sky AdSmart ads Meta Data

24 Client Reports Industry Reports

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26 Sky AdSmart Attributes 2014 Mosaic Lifestyle Financial Strategy Lifestage Metropolitan Area Region Household Composition Active Retirement Alpha Territory Careers and Kids Claimant Cultures Elderly Needs Ex-Council Community Industrial Heritage Liberal Opinions New Homemakers Professional Rewards Rural Solitude Small Town Diversity Suburban Mind-sets Terraced Melting Pot Upper Floor Living Accumulated Wealth Balancing Budgets Bright Futures Consolidating Assets Established Reserves Family Interest Growing Rewards Platinum Pensions Seasoned Economy Single Endeavours Stretched Finances Sunset Security Traditional Thrift Young Essentials Very Young Single Very Young Homesharers Very Young Family Young Single Young Homesharers Young Family Mature Single Mature Homesharers Mature Family Older Single Older Homesharers Older Family Elderly Single Elderly Homesharers Elderly Family Belfast Birmingham Brighton/Worthing/L-hampton Bristol Cardiff & S-Wales Valleys Edinburgh Glasgow Leeds-Bradford Leicester Liverpool/Birkenhead Manchester Newcastle-Sunderland Nottingham-Derby Portsmouth/Southampton Sheffield Northern Scotland Central Scotland Border-Scotland Border-England Channel Islands East-of-England HTV Wales HTV West London Meridian Midlands North-East North-West South-West Ulster Yorkshire All men in HH are Youngest male is Youngest male is Youngest male is Youngest male is 55+ Women only HH All women in HH are Youngest female is Youngest female is Youngest female is Youngest female is 55+ Men only HH Pre School age 0-4 Primary School age 5-11 Secondary School age Home Ownership Affluence Home Owner Non Home Owner Very High High Mid High Mid Mid Low Low Very Low

27 Sky AdSmart The story so far

28 Lego Existing Sky Advertiser, trialling Sky AdSmart Objectives Target a more affluent audience identified as being likely LEGO prospects. Achieve incremental reach.connect with Dads. Activity Complemented linear activity with a more targeted approach using the Sky AdSmart attributes of Kids 5-11 in the Household and the presence of a male adult. Results The Sky AdSmart audience who recalled seeing the ad were +62% more likely to have actually purchased LEGO as a result of seeing the campaign.

29 Hendy Ford Lapsed TV advertiser; previously ITV regions only Objectives Short-term sales generation. Activity A month-long campaign in September 2013 promoted a vehicle unique to the Sky AdSmart campaign Fiesta Flame in the Portsmouth-Southampton metropolitan area. The car was not promoted anywhere else and the telephone number and landing page were unique to the ad. Results Total UK Fiesta sales were +24% in September Hendy Fiesta sales in September 2013 were over +50% - more than double the national performance. Hendy Ford has booked two more campaigns since.

30 Audi A6/RS6 Existing Sky Advertiser, trialling Sky AdSmart Objectives Reach highly affluent core Audi prospects. Activity Audi normally advertise their high-end models on linear TV, cherrypicking when they believe Very High Affluent viewers are watching. Sky AdSmart has enabled precision and automation. Results Those seeing the Sky AdSmart ads were twice as likely to be buying a new car within the next year: 18% of Audi s AdSmart audience, compared to 9% for a broad ABC1 audience. The results of Audi s trial of Sky AdSmart proved to us that it is an attractive alternative to cherry-picked schedules. The technology enabled us to adopt an unprecedented approach, resulting in increased top of mind awareness amongst a premium target audience. Mediacom

31 East Coast Trains New to Sky; previously ITV regions only Objectives Drive online ticket sales for both new and existing customers. Activity Metropolitan targeting for Newcastle, Sunderland and Edinburgh with mid to high affluence. Results The campaign saw a +26% higher volume of online sales from Sky AdSmart homes. It also showed which Mosaic groups indexed highest, enabling refinement of future targeting. We re a big fan of TV and any development which allows us to complement our linear activity at a regional level has to be a good thing Sara Borland Business Marketing Manager, East Coast Main Line Company Limited

32 Ocado Lapsed TV advertiser Objectives Gauge the effect on Cost Per Acquisition (CPA) v. other channels. Activity Ocado used existing customer data to define audience attributes. Combined six Mosaic groups, high affluence and region/ conurbations situated within their distribution footprint. Results An 8% uplift in acquisition rate v. control. This equates to incremental revenues of hundreds of thousands of pounds, from an investment of tens of thousands (source: Ocado).

33 More Audience Segmentation More Platforms More Channels

34 Inventory opportunities Today Channels live now Future Media Partners Future PSB s

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