Online charity fundraising platform Localgiving is about to embark on its first ever TV advertising campaign after partnering with Sky to trial new tailored advertising service Sky AdSmart.
Sky AdSmart
Sky AdSmart is a brand new service that improves TV ad breaks by tailoring the line-up of adverts according to a household’s profile. The technology works by sending a library of adverts via satellite to the Sky+HD set-top box and then selects the adverts which are inserted into the live ad break. The choice of adverts is based on information provided by Sky households, such as postcode, and the range of Sky products they take. This information is supplemented by additional insight from third-party providers including the data services company Experian.
Localgiving is an online fundraising website which provides a platform to small local charities and community groups to raise money and awareness. Since Sky AdSmart can serve different adverts to different Sky households, Localgiving is able to use the service to run a campaign which focuses only on the areas in which their charity partners operate, enabling the not-for-profit website to advertise on TV for the first time. This effectively eliminates the waste that had previously made TV advertising prohibitive, when local charities would have needed to invest in advertising inventory nationwide.
Our first TV campaign
Localgiving’s first Sky AdSmart campaign will be broadcast to homes in and around Brighton and Hove. The campaign will encourage people in the Brighton and Hove area to find out about and support charities and voluntary groups in their local area. Localgiving will also use Sky AdSmart to roll out further campaigns to Bristol, Birmingham and Newcastle.
Jamie West, Director, Sky AdSmart, comments: “We’re delighted to be partnering with Localgiving on this exciting trial. Sky AdSmart’s tailored advertising approach provides Localgiving with a unique opportunity to support charities within the Brighton and Hove area. As this trial demonstrates, Sky AdSmart can help those brands who’ve previously thought TV too broad a medium as well as local advertisers that have been priced out of TV until now. We’re looking forward to seeing the results and to rolling out the trial to other major cities across the UK.”
Marcelle Speller OBE, Founder and Executive Chairman, Localgiving, adds: “This is a marvellous opportunity for Localgiving.com to connect local charities and community groups in a targeted area with the people who want to support them. In an environment where 85% of charitable income goes to just 5% of charities, Localgiving has a unique role to play in supporting the small groups and unsung heroes that work at the grass roots and we are delighted to be working with Sky Media as we look to use TV advertising to build stronger local communities.”
---
Marcelle Speller will announce the partnership at the launch of Localgiving’s Grow Your Tenner 2013 campaign turning £500,000 from the Cabinet Office into over £1 million for grass roots charities across England. The Minister for Civil Society, Nick Hurd MP, will attend a launch event for Grow Your Tenner 2013 on Thursday, October 17th at The Westminster Hub, New Zealand House, 80 Haymarket, London SW1Y 4TE. Media wishing to attend are requested to email team@localgiving.com.