Sky Launches AdVance Cross-Screen Targeting Tool

Sky Media, the broadcaster's ad sales division, has developed a targeting tool called Sky AdVance. The solution promises to help advertisers target audiences with the most appropriate advertisements, 'at the right time, in the right sequence, and on the right screen'.

The new tool uses Sky Media TV second-by-second audience viewing data from three million households. The division says this massive scale offers insights from the Sky platform covering more than 500 TV channels, providing programme, spot and sponsorship viewing as well as recency and frequency data.

According to the company, the new tool will enable advertisers to extend TV spot campaigns to people who they know haven't seen them, via digital ads in on-demand and display formats. Similarly the platform will complement TV campaigns by reinforcing a message online to exposed TV viewers, while also delivering a digital campaign to viewers of a particular show, group of shows, or genre. The tool is currently undergoing a live test phase with up to twenty different advertisers, and will be available from January.

Jamie West (pictured), Deputy MD of Sky Media, comments: 'The scale of the data we now possess gives us the ability to interweave TV and digital advertising like never before. Sky AdVance will open up many exciting possibilities for advertisers, while ensuring viewers get to see more relevant advertising, in meaningful sequences'.

Web site: www.skymedia.co.uk .