{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Commercial Break","title":"CTV-02: in conversation with David Sanderson, Business Development Director, Sky Media","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/eb17a52f\"></iframe>","width":"100%","height":180,"duration":2234,"description":"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.\nNotes\nSky 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...","thumbnail_url":"https://img.transistorcdn.com/viS3U7hc86pEiEG51L4U2BwVUXIIEDh95XEQUPlZrbQ/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS83ZThh/M2FjNTg2MzFjZDRk/MDRlNWRhZmQ3ZGY1/YTZjMy5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}