Localgiving to promote small charities on TV through Sky AdSmart
Howard Lake | 18 October 2013 | News
Online fundraising platform Localgiving.com is to run its first TV advertising campaign using Sky’s new targeted advertising service Sky AdSmart.
The service, which is still being trialled, targets adverts to viewers based on a household’s profile. Adverts are selected based on a household’s postcode, the Sky products they use, and further data from third party suppliers such as data services company Experian. This includes home ownership, spending power related to income, Mosaic consumer profile, and the mix of people and their ages in the household.
As a result Localgiving.com can use the servicec to run a campaign which focuses only on the areas in which their small, local charity partners operate.
Campaigns in Brighton, Hove, Bristol, Birmingham and Newcastle
Its 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.com will then expand its use of Sky AdSmart to run campaigns Bristol, Birmingham and Newcastle.
Marcelle Speller OBE, Founder and Executive Chairman, Localgiving.com announced the partnership with Sky AdSmart at the launch of Localgiving.com’s Grow Your Tenner 2013 campaign, which aims to turn £500,000 from the Cabinet Office into over £1 million for grass roots charities across England.
She said: “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.”
Jamie West, Director, Sky AdSmart, added: “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.”
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.