From November, advertisers using Sky AdSmart will be able to deliver TV ads to Sky homes by area postcodes.
The ability to focus advertising using the first two letters of a postcode builds on the existing location-based targeting offered by Sky AdSmart, which allows advertisers to select either TV regions or metropolitan areas including Leicester, Belfast and Cardiff.
Sky AdSmart will also enable advertisers to use their own customer data to help them reach their preferred audiences. This will let advertisers create their own bespoke customer segments, in addition to the choice of 90 customer attributes already offered by Sky AdSmart.
To date, 224 brands have run 640 individual campaigns using Sky AdSmart. Around 70% of Sky AdSmart advertisers had not previously advertised either on TV or on Sky. In total, 577 million Sky AdSmart ads have been viewed in Sky homes.
By enabling advertisers to target their campaigns more accurately with Sky AdSmart, Sky Media aims to increase the size of the TV advertising market by attracting new brands to the medium.
Jamie West, deputy managing director, Sky Media, said: "We’ve seen a huge and growing demand for Sky AdSmart, opening up the UK’s most-loved medium to scores of advertisers who previously thought it was not relevant or out of reach.
"Building on our successful launch, we’re further strengthening the product to give advertisers additional ways of reaching their desired audiences on TV. We look forward to continuing to develop Sky AdSmart to give advertisers even more control over their TV campaigns."
Sky AdSmart, which is available in a fifth of UK households, tailors what’s shown in TV ad breaks according to a household’s profile and location. Originally launched across Sky’s wholly-owned entertainment, movies and sports channels, it has since been extended across a range of Sky’s partner channels, including Nat Geo, Fox and History.