The Royal Bank of Scotland (RBS) and Tesco Bank have signed up to a new television advertising service, AdSmart, developed by Sky, which will allow them to target television viewers based on their age, income, location and other factors.
After a six month trial period, Sky has launched the AdSmart system at around six million homes in the UK having Sky+HD set-top boxes for sending personalised TV advertisement breaks.
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The system first sends a library of adverts through satellite to Sky+HD set-top boxes. Then, based on the household’s profile, which is derived through basic satellite subscriber data, the system selects an advert and inserts them into live breaks on Sky One, Sky Atlantic, Sky Arts, Sky Living, Challenge and Pick channels.
Sky managing director and chief financial officer, Andrew Griffith, said with Sky AdSmart, they 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," Griffith added.
In addition to RBS and Tesco, the service has been signed up by Littlewoods, American Airlines and Audi.
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By GlobalData
