TV Advertising is Changing, How Can Local Businesses Get In on the Action?
If someone asked you what kind of business advertises on TV, you'd probably picture a national supermarket chain, a new car model, or maybe the latest mobile phone provider.
The idea that your local business, right here in Peterborough or the surrounding area, could appear on Sky TV might sound like a fantasy, but not anymore.
Thanks to AdSmart from Sky, businesses of all shapes and sizes, including local ones, can now advertise on proper TV channels, to exactly the type of households they want to reach.
Even better, it’s more affordable than you’d think.
In this post, we’ll break down exactly what AdSmart is, why it matters, and how we can help you make the most of it.
What Is AdSmart from Sky?
Let’s start with the basics.
AdSmart is Sky’s smart TV advertising platform. In simple terms, it lets you choose who sees your ads, based on things like location, age, household income, lifestyle habits, and more, and then shows your ad only to those people on Sky and Virgin channels.
So instead of broadcasting your message to the entire nation, you’re narrowcasting it to the households that actually matter to your business.
It’s a bit like the targeting you’re used to on social media or Google Ads, but instead of scrolling past it, your audience sees it on their TV screen, during their favourite shows.
And that’s a big deal.
Why This Is Such a Big Opportunity for Local Businesses?
Let’s be honest, for years, TV advertising was completely out of reach for most local businesses.
The costs were huge, the process was complicated, and you had no real way of knowing if it worked.
But AdSmart changes all that. It brings the power of TV to your fingertips, while keeping it affordable and focused, here's why it’s such a game-changer:
1. You Control Who Sees Your Advertising
With AdSmart, you don’t waste money showing your ad to people who will never be your customers. You can target by:
- Postcode areas (perfect for local businesses)
- Age ranges
- Household type (families, retirees, young professionals, etc.)
- Hobbies and interests
- Household income or property valueLife stage (e.g. new parents, recent movers)
Want to advertise your estate agency only to homeowners in Peterborough and Stamford? Easy.
Have a local restaurant and want to reach young couples within a 10-mile radius? No problem.
You decide who sees your message, and every penny of your budget goes further.
2. It’s TV, and That Still Matters
TV might seem old-school compared to TikTok or Instagram, but don’t be fooled. People still trust what they see on TV more than almost any other kind of media.
When your ad appears on Sky News, Sky Sports, or during a popular drama, it gives your business a huge credibility boost. It says: “We’re a brand you can trust.”
That kind of authority is hard to get with online ads – and it sticks in people’s minds.
Want to know more? Contact us
3. You Can Set a Budget That Works for You
The idea that TV ads cost tens of thousands of pounds is a thing of the past. Because you’re only targeting a specific set of households, you control the spend.
Starting with a budget as low as a few thousand pounds, you can still get great results. It all comes down to getting your message in front of the right people.
4. You Get Real Data and Insights
AdSmart campaigns come with reports that show you how many households saw your ad, how often, and how it performed compared to other campaigns.
This means you’re not left guessing.
You get clear, trackable results, just like you would with a digital campaign, but with the added impact of TV.
What Kind of Businesses Can Benefit?
The short answer? Almost any kind.
Here are just a few examples of the types of local businesses that could benefit from great results with AdSmart:
- Estate agents who want to build trust and attract new listings
- Car dealerships who want to promote their offers locally
- Private schools and colleges who want to reach families in nearby areas
- Tradespeople and home services (plumbers, landscapers, electricians)
- Healthcare providers (private dentists, clinics, opticians)
- Restaurants and venues who want to drive bookings and footfall
If you have a product or service that appeals to a specific area or type of customer, AdSmart can help.
Want to know more? Contact us
What’s the Process Like?
If you’ve never advertised on TV before, it can sound a bit intimidating.
Your local advertising agency will be able to make the process simple, friendly, and completely tailored to your business. Here’s how it works:
Step 1: Chat About Your Business Goals
First, what are you trying to achieve?
Are you launching something new?
Trying to boost brand awareness?
Looking for more foot traffic or online sales?
Once you've set your goals, an advertising agency can help you find the best way to target your audience and make the most of your budget.
Step 2: Help Plan the Campaign
Get the help you need to define who you want to reach and where.
Whether that’s homeowners in Peterborough or families in Cambridgeshire, we’ll fine-tune the targeting to keep it smart and cost-effective.
Step 3: Create or Refine Your TV Ad
Don’t worry if you don’t already have a TV ad, your advertising agency can help you create one.
It doesn’t have to be flashy or over the top, it just needs to be clear, on-brand, and made for your audience.
And if you do have an existing video (like a social media clip or brand promo), it could be adapted it for TV use.
Step 4: Your Ad Goes Live on Sky
Once everything’s approved, your ad starts airing on real TV channels, in the homes of the people you care about most.
You sit back, relax, and wait for the results to roll in.
Want to know more? Contact us
Why Work With Us?
We’re not just here to sell you a TV ad, or any other advertising for that matter, we’re here to help you grow.
Our locally based advertsing agency specialises in working with small and medium-sized businesses across Greater Peterborough. We know the local market, we know how to get your message seen, and we speak your language, no jargon, no hard sell.
We handle the tricky bits – planning, production, targeting, booking – so you can focus on running your business. We’ll guide you every step of the way and keep things transparent and stress-free.
Ready to Get Started?
If you’ve ever thought about advertising on TV but assumed it was out of reach, think again.
AdSmart from Sky makes it possible. And with us as your local advertising agency by your side, it’s easier than ever to get started.
Let’s chat about how we can put your business on the (TV) map.
TV isn’t just for the big guys anymore, now it’s for the smart ones, too.
Contact us to find out more about AdSmart from SKY.
Ready for a Chat?
Whether it’s design, advertising or marketing, drop us an email or give us a call, we’re here to help.
Frequently Asked Questions:
AdSmart from SKY
1. What is AdSmart from Sky and how does it work?
AdSmart from Sky is an advanced TV advertising platform that allows businesses to show targeted ads to specific households based on location, demographics, and interests. It uses Sky's customer data to deliver personalised TV adverts, making TV advertising more efficient and affordable for businesses of all sizes.
2. Is AdSmart TV advertising effective for small businesses?
Yes, AdSmart is highly effective for small and local businesses. It enables precise targeting by postcode, meaning you only pay to reach your ideal customers. Many SMEs use AdSmart to boost local awareness, drive website visits, and increase footfall in-store.
3. How much does AdSmart from Sky cost?
AdSmart campaigns typically start from around £3,000, depending on the targeting options and campaign duration. Unlike traditional TV, AdSmart charges based on impressions to your selected audience, making it cost-efficient and measurable.
4. Can I target my local area with AdSmart?
Yes, you can target specific postcodes, towns, or regions using AdSmart. This makes it ideal for local advertising campaigns in Peterborough and surrounding areas, helping your brand appear only in relevant households.
5. What are the benefits of AdSmart from Sky for advertisers?
Key benefits include:
- Advanced targeting options
- Affordable entry point for TV ads
- Measurable campaign performance
- High engagement through trusted contentBrand-safe and premium TV environment
6. How do I get started with an AdSmart TV campaign?
To launch an AdSmart campaign, you'll need to define your target audience, develop a TV advert (or use an existing one), and book your campaign through a certified partner or an advertising agency like us. We can help with strategy, creative production, and media buying.
7. Do I need a professionally made TV ad for AdSmart?
Yes, your ad must meet Sky’s broadcast standards. If you don’t already have one, our team can help create an affordable TV advert that’s fully compliant and designed to engage your local audience.
8. What types of businesses can use AdSmart?
Any business can use AdSmart, from local retailers and service providers to national brands. It’s especially valuable for regional businesses looking to advertise on Sky TV without the cost of national campaigns.
9. How is AdSmart TV advertising different from traditional TV advertising?
Traditional TV ads are broadcast to everyone, but AdSmart ads are shown only to specific households based on your targeting criteria. This ensures better efficiency, less wasted spend, and improved ROI for your campaign.
10. Can I track the results of my AdSmart campaign?
Yes, AdSmart provides clear reporting, including impressions, reach, frequency, and demographic breakdowns. We can also help integrate digital analytics to measure actions like website visits or enquiries generated by your TV ad.
About the author
The PAMCO
The Peterborough Advertising and Marketing Company is the advertising agency focussing on businesses in the Greater Peterborough area, providing design, advertising planning, media buying and advertising consultancy services.