McLaren Automotive, the British producer of luxury sports and supercars, today announces the launch of its first ever TV advertising campaign. The brand will be using Sky AdSmart, Sky Media’s revolutionary TV advertising platform.
The TV campaign is being launched as part of McLaren Automotive’s wider pan-European digital marketing activity, to promote its 570S Sports Series models.
Sky AdSmart is offered by Sky Media, the advertising sales division of Sky. It tailors what is shown in TV ad breaks by identifying particular groups or demographs, and serving TV ads that are best suited to those households. McLaren Automotive has selected Sky AdSmart as the exclusive TV partner for its campaign, to reach its desired target audience of potential customers in the areas around its dealerships.
As well as helping major advertisers better target their campaigns, Sky AdSmart makes television more accessible to a variety of businesses, including niche brands or SMEs. In addition to bespoke audience targeting using advertisers’ own data, Sky AdSmart can be targeted by region, city or area postcode using more than 900 audience attributes, individually or in combination. Around 70% of the advertisers who use Sky AdSmart are either new to TV or new to Sky.
Last year Sky Media conducted a large-scale study which analysed the effect of Sky AdSmart on viewing behaviour in commercial breaks. The analysis of 0.5m viewing occasions revealed that channel switching during Sky AdSmart commercials was 33% lower than normal, which is probably due to viewers finding AdSmart commercials particularly interesting and relevant.
McLaren Automotive’s TV campaign launches on 7th March and runs until 17th April 2016. The 40 second ad was produced by DCT8, and emphasises the design and engineering expertise which has been integrated into the sports cars.
Jon Pollock, MD Europe, McLaren said: “Working with Sky Media complements our broader digital campaign perfectly. By using Sky AdSmart technology we are able to engage with a specific audience who are more likely to be interested in McLaren Sports Series.”
Jamie West, Deputy MD, Sky Media said: “We are delighted to welcome an elite brand like McLaren to the growing list of Sky AdSmart advertisers. We’re honoured that McLaren has decided to partner with Sky Media for the only TV component of its pan-European marketing campaign. This is a fantastic example of how Sky AdSmart combines the power of TV with the highly targeted requirements of any niche or geographically-specific business.”
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