Sky Adsmart

Sky Adsmart is a revolutionary platform that allows TV advertisers to target audiences of direct relevance to the product or service being advertised with unprecedented accuracy.

How it works

Households are segmented into a demographic profile based on subscription info and third party data supplied by Experian. There are currently over 90 mosaic profiles available to advertisers, including lifestage, affluence and household composition, whilst 32 regional and metropolitan areas provide a local TV advertising framework of unparalleled specificity.

When it comes to tailoring ad breaks, Sky can cherry-pick TV campaigns of direct relevance to the viewer. So, if you’re a 40-year-old married male with a house full of young children and an annual wage exceeding £50,000 a year, you could expect to see TV advertisements promoting the latest iPhone, Volvo or Disneyland Paris offer, but not the new promotion from eHarmony.

What’s new in 2016?

Sky Media has confirmed several exciting new features to the Adsmart platform, these include:

  • For the first time, this year TV advertisers will be able to target viewers by spending habits collated from third party data. Access to such information means businesses can further improve the targeting of their activity: for example, for brands rooted in luxury markets, the capacity to target households by spending habits will significantly boost ad relevancy and campaign efficiency.
  • Advertisers can now target viewers based on their relationship with technology. In particular, the point in which an individual typically invests in new gadgets will be central to the TV strategies of businesses operating within the tech market. Advertisers can target groups most likely to adopt a new technology, product or service; from Innovators and Early Adopters through to those who switch technologies at a slower pace.    

  • Later this year, TV advertisers will be permitted to target households based on the local authority whose jurisdiction they reside within. With over 433 local authorities available, this represents a great targeting opportunity for businesses with products or services that revolve on regional initiatives and schemes.


Benefits for TV advertisers?

  • For the first time, businesses now have the power to launch cost-effective campaigns guaranteed to reach the heart of target markets. This is great news for prospective TV advertisers.
  • Sky Adsmart allows TV advertisers to pinpoint the specific audiences they want to reach, consequently minimising wastage.
  • Businesses can apply a frequency cap to their advertising activity, which means TV viewers only see your ad a specified number of times.
  • Your targeted TV advertisement is only aired when your desired audience base is watching.
  • Advertisers have the capacity to confine TV advertising activity to specific metropolitan areas or regions.

If Sky Adsmart sounds like the right platform from which to launch a TV advertising campaign for your business, why not give Guerillascope a call today on 0800 357 675, or complete our TV planning form.