Sky Rolls Out Personalized TV Ad Platform

LONDON: More than 40 brands are on board for Sky's new tailored advertising service Sky AdSmart, which is now live following a six-month trial.

Sky AdSmart, which is available in more than a fifth of U.K. households, tailors what is shown in TV ad breaks according to a household’s profile and location. By enabling advertisers to target their campaigns more accurately, Sky AdSmart is working to increase the size of the TV advertising market by attracting new brands to advertising on TV, notably local businesses that may have previously concluded advertising on TV.

Andrew Griffith, Sky’s managing director for commercial businesses and chief financial officer, commented: “With Sky AdSmart, we want to make TV advertising work better for viewers and advertisers. 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.”