Sky AdSmart: Full launch in 2014

sky-plus-reflectAdvertisers will be able to serve different ads on Sky1, Sky Sports, Sky Atlantic, Sky Movies, Sky Arts, Sky Living, Challenge and Pick TV, when BSkyB launches its AdSmart service later this year, but the full launch won’t take place until 2014.

Sky Media, BSkyB’s advertising sales arm is currently recruiting a set of development partners, which will work with the broadcaster in the initial months of the service.

The move was highlighted to Broadband TV News by Barry Flynn Communications.

AdSmart was originally scheduled for a 2011 launch.

The Sky+ HD receiver is effectively being turned into a media server with segmentation being offered according to specified attributes and geographically.

16 standard TV regions and 15 large metropolitan areas are available, 13 household types based on their financial needs, behavioural influences and preferences are also available and there is segmentation according to life stage and age of children.

Launch partners are currently being recruited and testing will take place among staff between April and August. According to Sky Media a “Limited Launch of Sky AdSmart” will get underway between August and December. The full launch is slated for between January and June 2014.

Ad impressions will be measured using information provided by Sky’s 500,00-strong home viewing panel. Sky is currently in discussion with audience researcher BARB as to the best way for AdSmart to be reported by BARB.