Targeted TV advertising halves the rate of channel switching, according to Sky.
The study of 300,000 UK subscribers was designed to assess the impact of programmatic TV campaigns delivered via Sky’s AdSmart Service.
Analysis of 52,000 ad breaks found that channel switching reduced by 48 per cent where addressable ads were shown in the first three slots of a commercial break, compared to standard linear ads.
Viewers were also 10 per cent more likely to remember a targeted advert compared to one broadcast on traditional TV.
Facial recognition analysis further revealed that addressable ads increase viewer attentiveness by as much as 35 per cent.