Sky AdSmart allows audiences to be bought by postcode, demographic, and Experian data. It works in a highly targeted way and produces segmented households. At present, there are currently over 90 mosaic profiles available to advertisers, including household income or lifestyle. There are also 32 set regional and metropolitan areas to provide a local TV advertising framework.
An advertiser’s own data can also be used to create custom segmentation for even greater specificity. With this level of targeting, it allows businesses of all sizes to target sometimes hard to reach audiences on as little as £3k. For example, if you are a mid-30’s, unmarried affluent man, you may expect to see ads for premium tech brands, or perhaps dating sites, but not holiday packages for families with young children.
This type of advertising can allow for an extremely localised campaign. The drill down can be to a specific region, local authority and even a pinpoint mile radius of a postcode. It has the capacity to enable advertisers to streamline their reach specifically to show viewers adverts for businesses located in their local areas. For example, a local car dealership or restaurant.
It is important to note Sky AdSmart has a 75% viewability threshold.