Sky AdSmart

Today, one spot equals one commercial. The same message to every household tuned to that channel. No wonder 50% of advertising spend is wasted! If only we knew more about who was watching and could send different messages to different households....

Launch advertisers for Sky AdSmart on Sky Player will be able to buy pre-, mid- and post roll spots around Sky's VOD programmes for a specific genre. We will then supply a profile of over 20 household attributes that advertisers can use to segment the Sky Player audience. Advertisers can mix and match these attributes to meet their own segmentations. For example, let's say you're a holiday company. Households with kids can get one type of advert, dual income/no kid families can get another and singles could get a third.

What Makes Sky AdSmart Different

We're bringing a new approach to targeting. Current targeting methods include looking at historical viewing data, historical page views and data entered by the customer - such as their date of birth or postcode at the point of registration. We are combining the best of online and offline data in the household profile. We're even applying a little bit of direct marketing data to give a full picture of the viewer.

Why Should You Use Sky AdSmart on Sky Player

• In a real modelled situation AdSmart can effectively reach a specified audience
• The campaigns are more efficient and can therefore achieve better coverage and better effective reach
• Reaching more of this better value audience in bigger numbers exacerbates the campaign recall
• When frequency capping is applied the campaigns can become even more efficient