The 4 Key Components
One audience,
all platforms
One campaign
performance report
One consistent
currency
One less thing
to worry about
Audiences
People still love to watch TV but with greater viewing flexibility, TV plans have become more fragmented so we need to shift the focus from individual platforms to one aggregated TV audience. With One Campaign we will deliver live and on demand airtime as one , using our insights and data to define the right mix of platforms for your audience.
Measurement
The industry has struggled to accurately measure audience viewing in a unified way. We are introducing CFlight – a market leading measurement tool that can accurately de-duplicate cross platform reach to deliver you a holistic campaign performance report.
Currency
The growth in new platforms and target audiences has brought different currencies, pushing the AV trading model to its limits. We want to establish a new industry standard metric for trading AV. One Campaign will unify metrics and give the ability to work out a single price using a consistent currency.
Management
Disparate approval, booking, monitoring and reconciliation processes across platforms create inconsistent levels of control and unnecessary admin time for everyone. One Campaign will streamline and standardise the process making it easier to book, manage and measure campaigns.
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One Campaign Phase 2 Webinar
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FAQs
Click on any of the titles below to find out more about One Campaign
What is One Campaign?
One Campaign combines Live and On Demand as a single sales proposition and is a new option for Sky Media to trade from 2022.
What is the vision of One Campaign?
Transform the TV landscape by focusing on audiences not platforms. Delivering one audience, one currency, one simple way to book, manage and measure campaigns.
Why are we doing One Campaign?
– Audiences: Consumption/viewing habits are changing with Live audiences moving to On Demand
– Measurement: Inconsistent measurement by platform with no cross platform total TV view
– Currency: TV buying is too complex, priced separately against different currencies
– Management: Campaign management is difficult with products being approved and invoiced separately
What are the key benefits to buying One Campaign?
– Optimising Audience Reach: By combining live and on demand as a single buy.
– Delivering cross platform reporting and measurement: Giving you a total TV view
– Simplifying the buy: The ability to work out a single price using a consistent currency.
– Unifying Systems: To streamline the management process
How will we focus on Audiences not platforms?
You can use One Campaign for TAM audiences and for targeted Addressable Audiences. We will then activate all in scope live and on demand platforms to reach that audience. For TAM Demo’s e.g. A15-34, we will combine Spot (Live) with VoD (On Demand) and for Addressable Demo’s e.g. City Achievers we will combine AdSmart (Live) with VoD (On Demand). To achieve this combined buy, we will be extending our VoD audiences to mirror the same audiences that we sell in Spot and AdSmart, allowing you to deliver ONE Audience across ALL Platforms.
What will the One currency be?
We will be using CFlight methodology to translate different currencies into One Single Currency of Individual Impacts.
What will the One unified price be?
In 2022, we are launching with one weighted blended price with visibility of each underlying platform price.
How are we simplifying how campaigns are booked, measured and managed?
We are simplifying processes and systems across Live and VoD with:
– ONE APPROVAL: A Single booking approved at the same time.
– ONE C-FLIGHT REPORT: One deduped post campaign reach and frequency report across Live and On Demand.
– ONE BILL: A Single bill across AV. Ability to break out revenues by platform too.
Get in touch now to find out more about One Campaign
