Sky Media has announced it is now running postcode area targeting on its tailored advertising service, Sky AdSmart.
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 for the selection of TV regions and metropolitan areas across the UK.
Currently, 124 postcode areas are available with over 50 advertisers lined up to use new targeting capability.
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.
A total of 355 brands have run 946 individual campaigns using Sky AdSmart. 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.
Other enhancements to the Sky AdSmart service mean advertisers can now also use their own customer data to help them reach their preferred audiences. Sky Media has also expanded the number of audience attributes it offers, adding another 50 to the initial 98 available at launch.
In a statement, Sky Media said 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.
“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,” said Jamie West, Sky Media’s deputy managing director.
“These new enhancements build on our successful first year by giving advertisers even more ways of reaching their desired audiences.”
