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Airing the ad
Q: Where is AdSmart available?
AdSmart ads are placed seamlessly into the linear stream when the chosen audience is watching, so your ad could play out at any time. The following channels currently allow AdSmart ads to be inserted in the ad breaks (with the exception of live programming):
Q: Will the viewer know they've seen an AdSmart ad?
Customers won’t be able to tell any difference except the ads they see may be more relevant.
Q: Will I be able to watch the ad when it is played out?
You will only be able to see your advert if your household falls into the segment you have selected for the campaign..
Q: How will I know that my spots have been transmitted?
We will provide you with comprehensive campaign level reporting of your impressions.
Q: How do programme genre and AdSmart work together?
AdSmart uses an algorithm that helps to make sure that ads play out when a chosen audience is most likely to be watching. It takes into account the projected linear audience which helps to enhance targeting within the household.
AdSmart also takes into account normal clash rules.
Q: What length of ad can I run with AdSmart?
Your ad should be standard lengths – 10, 20,30, 40 or 60 seconds.
Q: What happens if a customer is watching recorded content?
If a customer is watching recorded content and views the ads at normal viewing speed then an AdSmart can play out.
The AdSmart ad chosen will be from the selection of ads stored on the box at the time of viewing so old recordings will have current ads.
Q: If you have a linear campaign and an AdSmart campaign, do they have to run at the same time or can they have variable dates?
AdSmart campaigns can have independent start and end dates from linear campaigns.
Data Questions
Q: Can I use my own customer knowledge/data to reach my ideal customers?
Yes! We offer advertisers the opportunity to use their own customer data to create custom segments, particularly if they hold data at the household level.
Q: Can I select the channels & programmes that I buy?
AdSmart is an audience based platform thus the ad will only be served when your audience is watching, no matter which channel or programme they are viewing. This means that you don’t need to select a channel or programme.
Q: How do I know the data is accurate?
To ensure the data is robust we have engaged RSMB to perform an independent audit of the measurement methodology. RSMB are the market leaders in television audience measurement design, operation and quality control. RSMB conducted the most recent audit of AC Nielsen, the organisation that measures linear TV viewing in the Ireland.
Buying AdSmart
Q: How is AdSmart traded?
AdSmart is traded on a cost per impression (CPM) basis.
Q: What is an impression?
Once an ad has been seen for 75% or more, at normal viewing speed, this is an impression.
Q: Will I be charged even if my ad is only shown for a few seconds?
We only charge advertisers when 75% or more of the ad is shown at normal viewing speed.
Q: How much is AdSmart?
The cost of an AdSmart campaign depends on the attribute chosen. The minimum spend for a campaign is €4,500.
Extra help
Q: I am new to TV advertising, where can I go for help?
You are not alone, AdSmart now allows advertisers of all shapes and sizes to access the power of TV, so it is not surprising that most of our customers are new to TV.
We are very happy to help and give advice so please feel free to speak to us or if you feel you need more independent assistance the TAM Ireland website (www.tamireland.ie) would be a good place to get more info. TAM Ireland (Television Audience Measurement Ireland Ltd) oversees an accurate and effective audience measurement system for the whole of the Irish television advertising industry.
TAM Ireland is made up of the majority of commercial broadcasters operating in Ireland (RTÉ, TV3, TG4, Channel 4, BSKYB Ireland, UTV, Viacom and eir Sport) and the main Irish media buying agencies.
Q: Who do I contact for more info?
For more info please contact your Sky Media representative or skyadsmartireland@sky.ie
