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'New era for television advertising for dealers' Mark Busby, Hendy Group

With a television advert costing less to reach a household than the cost of the average PPC click, the medium should be on every marketer’s agenda, Mark Busby, new car sales and marketing director at Hendy Group, will tell delegates at AM and Auto Trader’s Digital Marketing Conference which takes place at Birmingham’s NEC on February 12.

The south coast dealership, which represents the likes of Ford, Honda, Kia and Mazda, was the first UK company to trial Sky AdSmart, the ‘intelligent’ advertising system which enables different adverts to be played to different households watching the same Sky TV programme.

The system uses Mosaic profiling to identify the audience profile which best suits a certain product or service and is then able to screen the particular ad to the people who fit the profile thereby cutting waste and costs.

Following a trial run last year, SkyAdsmart, originally developed to prevent subscribers to Sky TV’s broadband product from receiving marketing messages about a service to which they already subscribed, proved so successful that Busby incorporated regular television advertising into his marketing budget for 2015.

Explained Busby: “A chance conversation with a Sky representative at a golf event led to our partnership.

"The potential of the system had been quickly realised and Sky was looking for a company which would be willing to experiment.

"We had always undertaken an annual television advertising campaign with ITV so we had some experience with the medium, but Sky’s offering allowed us to be so targeted, we decided it was immediately a much more attractive proposition. The success of the campaign led us to invest a sizable part of our marketing budget to Sky AdSmart this year.

“The cost of broadcasting one ad to a household have been as little as 6p including production and that’s cheaper than most click through rates on a PPC campaign.

"It demonstrates how accessible television advertising can be for smaller companies whereas in the past the cost put it beyond our reach. It enables groups to establish their brand in their local area and puts the company in front of the eyes of people which match our own data profile.

“We see a very definite and apparent uplift in showroom traffic following a television campaign and when you take into consideration that latest industry figures are showing most consumers are not booking appointments, but simply turning up unannounced as well as the fact that many viewers will be accessing the internet via a separate device whilst watching television, the case for targeted television advertising is very compelling. It has enabled us to bring the showroom into the living room in a different and additional way to the internet and as a result, people are visiting us in increasing numbers.”

Busby will provide an insight into Hendy Group’s experience with Sky AdSmart and will debunk some of the myths surrounding television advertising as well as explaining how television is being consumed in the digital age.

Tickets are available to dealers and manufacturers, with a limited number of supplier tickets on sale. To book, please contact Emma-Louise Kinnaird on 01733 395133, email or visit

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  • M Parsons - 26/02/2015 01:42

    My own television watching habits have changed in the last few years. Less than 10% of programmes are now viewed live, instead I consume pre-recorded content via Sky+ which allows me to fast forward breaks,adverts and boring parts meaning I can get through programmes in a fraction of the time. Having consulted with friends, family and work colleagues it appears I'm not the only one to view television this way. It does make me consider the value/cost television advertising has these days. The advantages/value of tv advertising seems to be diminishing each day yet the cost to produce and televise an advert does not seem to be reducing in line.