Sky Launches Targeted Ad Service15 Jan, 2014 By: Chris Tribbey
British Sky Broadcasting (Sky) is now delivering targeted ads to a portion of its viewers, based on where they live and their household profile, the company said.
Following a six-month trial, the Sky AdSmart service will reach a fifth of Sky’s subscribers, with more than 40 brands — including Tesco, Royal Bank of Scotland, Littlewoods, American Airlines and Audi — signing on to the program.
Sky aims to boost both ad revenue and the number of advertisers with the program, which sends a library of ads to high-def set-tops, but only runs those that match a household profile during commercial breaks. Sky uses the subscribers’ location and publically available demographic information to determine which ads to run.
Subscribers are given the option to opt out of the service.
“With Sky AdSmart, we want to make TV advertising work better for viewers and advertisers,” said Andrew Griffith, Sky’s managing director of commercial businesses and chief financial officer. “By enabling advertisers to better segment the TV audience, Sky AdSmart has the potential to open up TV advertising to many more brands and businesses. This helps both the brands that previously thought TV too broad a medium, as well as local advertisers who felt that TV wasn’t previously accessible to them.”