bassethound
16-03-11, 17:02
Sky has revealed plans to test its new targeted live advertising system in 2012, with a full rollout potentially coming in 2013.
The satellite broadcaster's new AdSmart system is designed to deliver targeted ads during live broadcasts to homes based on their subscription package, location and other criteria.
Data protection law restricts the level of targeting that can used within advertising, but Sky can implement the system if it gets the appropriate consent from subscribers.
Last year, Sky entered a joint venture agreement with Experian, called Sky IQ, for the firm to manage all of its customer insight activity, including the AdSmart system.
It is understood that AdSmart matches ads by using data from a panel of viewers covering a broad range of demographic factors, including age, sex, subscription package and location.
Matched ads are then allocated to specific households via unique identifier numbers in Sky+ HD set top boxes.
Jeremy Tester, director of brand strategy and communications at Sky Media, said that the software inside Sky+ HD receivers is not yet ready for AdSmart, but plans are in place to test the system next year.
Speaking to Marketing, he said: "There is middleware inside the set top box that is not yet ready to deliver live targeted ads. We do plan to test systems towards the end of 2012, taking it to market in 2013."
Tester feels that there is an around £80 million market in local and regional advertising spend that Sky could tap into when the live ads system launches.
The satellite broadcaster's new AdSmart system is designed to deliver targeted ads during live broadcasts to homes based on their subscription package, location and other criteria.
Data protection law restricts the level of targeting that can used within advertising, but Sky can implement the system if it gets the appropriate consent from subscribers.
Last year, Sky entered a joint venture agreement with Experian, called Sky IQ, for the firm to manage all of its customer insight activity, including the AdSmart system.
It is understood that AdSmart matches ads by using data from a panel of viewers covering a broad range of demographic factors, including age, sex, subscription package and location.
Matched ads are then allocated to specific households via unique identifier numbers in Sky+ HD set top boxes.
Jeremy Tester, director of brand strategy and communications at Sky Media, said that the software inside Sky+ HD receivers is not yet ready for AdSmart, but plans are in place to test the system next year.
Speaking to Marketing, he said: "There is middleware inside the set top box that is not yet ready to deliver live targeted ads. We do plan to test systems towards the end of 2012, taking it to market in 2013."
Tester feels that there is an around £80 million market in local and regional advertising spend that Sky could tap into when the live ads system launches.