29/04/2026
📺 Unlocking the Addressable Advantage
Last month, we had the opportunity to attend Sky Media’s Addressable Advantage event in Manchester, a deep dive into how TV is evolving into a true performance channel.
At the centre of it all was Norman, Sky’s powerful effectiveness databank, built to give advertisers greater certainty of outcomes by identifying what really drives performance. The message was clear… addressable TV works, and now there’s the data to prove it.
From multivariate modelling to real-world campaign insights, the session showed how smarter planning, better targeting and the use of first-party data can unlock measurable uplift without the need for huge budgets.
Some standout takeaways:
📊 +121% increase in aided ad recall
🚀 +200% higher incremental visit rate vs linear TV
📈 +25% increase in performance through first-party data usage
As Natalea Walker shared, it’s not about bigger budgets, it’s about smarter decisions. Small, strategic tests can unlock big results.
And one of the boldest takeaways from the day… if you’re questioning TV’s role in performance, flip the budget and test it.
A brilliant session packed with insight, honesty and a clear direction for the future. TV isn’t just for brand building anymore. It’s performance-driven, data-backed and ready to deliver real growth 🎯
