Best Media Research Tracking ProjectBy James Myring
BVA BDRC and Sky Media walked away with the award for Best Media Research Tracking Project at MediaTel’s awards ceremony on 11 February 2015, for Sky AdSmart tracking research. The award was further recognised with the Grand Prix title.
Sky AdSmart is a revolutionary new approach to TV advertising by allowing different ads to be served to different households watching the same programme. The service lets brands advertise on national channels, but to relevant audiences.
"Sky AdSmart has been an innovation in how TV advertising works in the UK and this has needed a robust research design to measure the impact of targeted advertising sent to set top boxes," said Richard Marks, director of Research the Media and chair of the judges.
"This project will continue to add to our understanding of how targeting works, so the overall Grand Prix deservedly goes to Sky Media [and BVA BDRC] for Sky AdSmart. The work is outstanding."
Using an effective methodology and comprehensive coverage, this has involved over 14,000 interviews across 14 product categories so far, building a valuable library of case studies about how addressable ad targeting works in a TV context.
Playsment® also was shortlisted in the Media Research Effectiveness category.