Sky has launched its AdSmart advertising service that tailors ads to individual viewers to the six million subscribers of its Sky+HD service. The launch follows a successful six-month trial.
The platform will enable the satellite broadcaster to show different adverts for each household according to a household’s profile and location.
Sky has already signed up over 40 advertisers including Tesco, Royal Bank of Scotland, Littlewoods, American Airlines and Audi. The ad technology will run on Sky 1, Sky 2, Sky Atlantic, Sky Movies, Sky Sports, Sky Arts, Sky Living, Challenge and Pick TV.
The platform helps advertisers push products to customers who may be interested in their products. It will also allow local businesses to target the areas they operate in.
Sky AdSmart technology works by sending a library of adverts via satellite to the Sky+HD set-top box. It then selects the adverts which best match a household’s profile and inserts them into a live ad break.
The line-up of adverts is based on a customer’s postcode alongside publically available demographic information from third-party providers including the data services company Experian.
“With Sky AdSmart, we want to make TV advertising work better for viewers and advertisers,” Sky’s managing director Andrew Griffith said.
“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.”