Sky to offer targeted ads based on audience profile study

Sky Digital Media have announced their plans to offer advertising opportunities based on behavioural and psychographic audience profiling.

This follows the launch of its Sky Digital Network Audience (Sky DNA) study, in 2010.

Sky will be selling campaigns across broadcast, online and mobile platforms.

Audiences will be analysed by online behaviour, psychographics, life events, media consumption and attitudes to advertising.

The results used to analyse audience’s behaviour are taken from Sky DNA.

Sky DNA is the second ad study from Sky, which tracked 114,000 users across Sky’s network, supplemented with an online questionnaire.

A Sky spokesman said: “We’re looking at all cross-platform opportunities for advertisers.

“This is the first robust piece of audience data with this kind of depth.”