Sky’s Smart Sell

UK pay-TV platform, Sky has launched a new form of tailored advertising. Under development since 2008, AdSmart presents advertising within a live TV ad break that is specific to the location and profile of the individual viewing household.

The AdSmart adverts are previously broadcast to Sky Plus set-top box recorders and stored in a section of the hard disc set aside for network use. Adverts selected as a match for the household’s profile are then inserted into a programme that is being watched live, in place of the broadcast advertising.

The process is seamless to the viewer and Sky claims it is of benefit both to advertisers, reaching niche or local audiences more efficiently, and to viewers, who will see more relevant advertising.

AdSmart is available on seven Sky channels, including films and sports, broadcasting from the ASTRA 28.2°E satellites.

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