Addressable TV advertising is more engaging and more effective

"To understand the impact of addressable TV on both consumer viewing and ad engagement, Sky Media partnered with BVA BDRC, Differentology and Affectiva to measure the impact of addressable TV campaigns using AdSmart. The extensive study included ground-breaking facial coding and emotional analytics. Findings are based on more than 130 campaign effectiveness projects, in which 300,000 Sky subscribers were interviewed. The research reveals:
Addressable drives ad engagement. Facial recognition analysis revealed that when addressable ads are on TV, viewers’ attentiveness to the screen can be as a third higher (35%) and on average 21% more engaged.
Addressable cuts channel switching during ads. An analysis using 52,000 ad breaks showed that channel switching was halved (reducing by 48%) when addressable ads were in the first three positions of a break, compared to standard linear TV ads.
Addressable increases spontaneous ad recall. Viewers of addressable TV ads are 10% more likely to spontaneously recall an ad compared to linear TV advertising.
Addressable is amplified when combined with linear. Combining linear with addressable TV advertising increases ad awareness by nearly a quarter (22%). When the frequency of addressable ads is equal or higher to linear exposure ad recall is boosted by half (49%).
Addressable works. Higher engagement and relevance have clear business results, increasing purchase intent by 7% overall and by as much as 20% for new to Tv advertisers who benefit more from the exposure and credibility TV delivers.
Tangible business results for new to TV brands. Local brands like Gasway (35%) and Richardson’s Garden Centre (17%) among 100s of businesses seeing significant business growth through the use of addressable TV advertising."
Source:  Data from Sky, reported in a press release, 15th August 2019