What is AdSMART and how is it any different from normal television advertising?

AdSmart is Sky’s soon to be launched internet-style ad product that offers brands the chance to target specific audiences during live TV ad breaks.

How does it work?

Sky will send a library of ads over satellite to the hard disc of a Sky+HD set-top box. Based on the information its customers have provided, relevant ads are inserted into live broadcast streams.

So what will a viewer actually see?

AdSmart ads will appear during the usual commercial break, without any extra signage. For example, a car brand that has paid for a slot in that particular break could serve a people carrier ad to a family but a sporty model for a younger customer without children. If a viewer does not fit that AdSmart profile, they will be served with another non-AdSmart ad during the break.

What kind of audiences does it segment?

Sky says ads will be based on information such as a viewer’s age, post code and household composition by using information from Experian & other trust partners, they can target households so specifically, two households next door to each other will see completely different adverts. The granular level of detail is likely to increase as the service rolls out.

You Cant lose!

Sky adsmart only charges you for the adverts it knows it delivering, if for any reason the consumer hasn’t been active your advert may be shown but not charged. This means your advert will always be seen every time you pay for it and therefore reducing wastage giving you the best return on investment.

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