Sky has announced two major new enhancements to its tailored advertising service Sky AdSmart which it says will give advertisers even more control over their TV campaigns.

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.

The enhancements was announced by Sky Media’s Deputy Managing Director Jamie West at the IBC 2014.

Available in a fifth of UK households, Sky AdSmart 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.

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