BSkyB Promotes Targeted Ad Benefits

In the UK, satellite broadcasting giant BSkyB is commencing a campaign to persuade its pay-TV customers of the 'benefits' of its AdSmart platform, which delivers targeted ads to households based on their subscription package and location.

Around one million of BSkyB's 10 million subscribers will shortly be receiving a letter from the broadcaster promoting the service, which provides content recommendations and tailored advertising.

The letter states: 'We'll take some of the information you've provided to us - such as your post code or TV package - to build up a picture of what types of products and services might be of interest to you.'

It is believed that ads are matched to a panel of viewers assembled from those who subscribe to similar services, and are of a similar age, gender, or geographical location. Matched ads are filtered through unique identifier numbers contained in the Sky HD+ box, and then served to users in ad breaks.

Data giant Experian will manage the AdSmart database, having merged part of its UK database service business with Sky last year to form a new consumer and media insight business. According to reports, the joint venture will give BSkyB the opportunity to tap into local ad budgets worth up to £80m.

While AdSmart has served targeted ads to customers online through the Sky Player since 2010, the firm does not plan to launch the service fully across TV sets until 2013.

Web site: www.sky.com .