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Sky Media study demonstrates the power of using addressable and linear ads together

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Sky Media’s landmark five-year study showing the impact of its AdSmart addressable advertising solution (see separate story) demonstrates that campaign performance can be turbo-charged if you combine addressable and linear advertising in the same media plan. Addressable advertising increases spontaneous ad recall by 10% compared to linear TV advertising, but ad recall is boosted by an astonishing 49% if addressable ads make up at least half of the ads shown to someone, with the rest being classic linear TV ads.

The study also shows that campaigns including AdSmart alongside linear spot activity are 14% more likely to be discussed with friends and peers by the viewers exposed to them. The long-term study was conducted with the help of BVA BDRC, Differentology and Affectiva and is the most comprehensive research into the UK addressable TV market ever.


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