With AdSmart, different ads can be shown to different households watching the same programme and at least 75% of the TV ad needs to be seen for it to be chargeable.
This means franchise brands and businesses like yours can now advertise on 100’s of the nation’s favourite channels, but only to the audience that matters to you.
Many franchisors think that TV advertising is out of their reach however AdSmart has turned that thinking on its head – with an entry price of £3,000 for a 6-week campaign, TV has become relevant and affordable for many franchisors across the UK.
How are franchisors and franchisees using AdSmart?
Because AdSmart gives you the ability to target by a wide range of attributes, it’s being used several different ways by our existing franchise advertisers.
Takeaway restaurants are targeting a radius around their stores that match their delivery area, giving them confidence that they can fulfil the orders that come in.
Franchises that solely operate by postcode allocation are again able to target by postcode so massively reducing any wastage and again giving franchisees confidence that their marketing spend is working hard for them in the area that matters.
How can you demonstrate ROI on your TV investment?
At Sky there are specific tools that we can offer franchise businesses to help demonstrate their return on investment. This is key in helping build confidence in the medium and to help businesses justify any future investment. Snap Fitness recently did a post campaign evaluation that matched back new members to their Sky addresses, allowing us to demonstrate the impact the TV campaign had on driving new sales.
There is no longer a creative barrier to good TV advertising
TV has always been great at building brand fame and playing to people’s emotion and research consistently shows that TV remains the most trusted medium when it comes to advertising.
We have universities using their own media departments and producing TV adverts for as little as £500 and many local brands are producing TV quality adverts for budgets in the region of £1-2,000.
Of course, you can always spend more if you have bigger ambitions but the myth that it costs a fortune to make a TV advert is no longer valid.
A nice touch that some franchises utilise in their creative, is they change the end frame to make it more personalised and relevant to the local franchise being supported.
How long does it take to book a TV campaign.
The time is always in the production. If you already had a cleared ad then you could be live on TV within 72 hrs, it could move that quickly. However, most clients need to leave about 4 weeks to produce a Tv creative that has been cleared by Clearcast.
Success stories..
Mathnasium did their first ever TV campaign using AdSmart from Sky by targeting a specific radius around their tutor centres and targeted households with Mid High to Very High Affluence with children between the ages of 5-15yrs
The results were remarkable, Mathnasium saw a 65% increase in leads during the campaign period which resulted in a 60% increase in course enrolment year on year.
Fireaway Pizza supported over 120 franchisees by targeting a 2 mile radius around their stores and targeted Adults 18-44yrs with a Mid Low to Very High Affluence. Over £140,000 worth of sales were generated from Sky Households and of those 60% were from new customers.
AdSmart supporting the franchise industry
AdSmart from Sky is proud to be supporting the 2024 Elite Franchise Awards and as a British Franchise Association Supplier Member we continue to work with franchisors to help them understand the TV opportunity.
Want to find out more?
If you want to find out more then please visit www.adsmartfromsky.co.uk or feel free to get in touch with [email protected]
Kurt Edwards is Regional Manager for AdSmart
