Sky Media is running postcode area targeting amongst other new attributes on Sky AdSmart, giving advertisers more control over their targeted TV campaigns
Advertisers using Sky AdSmart can now deliver TV ads to Sky homes by postcode area. The ability to focus advertising using the first one or two letters of a postcode builds on the existing location-based targeting offered by Sky AdSmart, which allows the selection of TV regions and metropolitan areas across the UK such as Leicester, Belfast and Cardiff.
124 postcode areas are available across the UK from Land’s End (TR) to John O’Groats (KW), and all of the areas in between. Over 50 advertisers are lined up to use postcode targeting within the first three months.
Other enhancements to the Sky AdSmart service mean advertisers can now use their own customer data to help them reach their preferred audiences. This lets advertisers create their own custom segments, complementing the customer attributes already offered by Sky AdSmart.
Sky Media has also expanded the number of audience attributes it offers via Sky AdSmart, adding another 50 to the initial 98 available at launch. All the attributes are combinable, allowing millions of permutations. Attributes expected to be in demand include Senior Decision Makers, Pet Owners and Fashion tastes, among others.
Launched in January 2014, 355 brands have run 946 individual campaigns using Sky AdSmart. The service has already won four industry awards in recognition of its innovation in the commercial broadcast TV market including Best Technology at the MediaTel Connected Consumer Awards and Best Media Innovation at the MediaWeek Awards.
By enabling advertisers to target their campaigns more accurately, Sky Media aims to increase the size of the TV advertising market by attracting new brands to the medium. 77% of Sky AdSmart advertisers hadn’t previously advertised either on TV or on Sky.
Jamie West, Sky Media’s Deputy Managing Director, comments: “We’ve seen a huge and growing demand for Sky AdSmart since we launched, opening up the UK’s most-loved medium to scores of advertisers who previously thought it was not relevant or out of reach. These new enhancements build on our successful first year by giving advertisers even more ways of reaching their desired audiences.”
Available in a fifth of UK households, Sky AdSmart tailors what’s shown in TV ad breaks according to a household’s profile and location. Originally launched across Sky’s wholly-owned entertainment, movies and sports channels, it has since been extended across a range of Sky’s partner channels, including Nat Geo, Fox and History.
Jessica Ennis-Hill
Sky and Johnston Press
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