Sky Debuts 'Viewing Passions' Ad Targeting Tool

Sky Media has launched an ad targeting tool called Viewing Passions, which uses the group's first party data to create and target audiences based on viewing of a particular show or channel / genre.

The broadcaster says Sky Media can identify the main viewers for any channel, programme or genre from home improvement enthusiasts to movie buffs, from horse racing fans to food lovers - allowing advertisers to target them when they are viewing Sky content.

As part of the preparation for the launch of Viewing Passions, Sky Media partnered with Group M to run a test campaign for pet product retailer Maxi Zoo in June and July, reaching households that Sky says have historically watched pet and veterinary content across all TV channels. Through the deal, Group M was able to deliver contextually relevant campaign for Maxi Zoo, with a 'strong and unique' reach for Maxi Zoo's target audience.

Leanna Kierans (pictured), Sales Controller at Sky Media, comments: 'We were delighted to run this campaign for Maxi Zoo, targeting a segment of viewers that were known to watch pet related content. The pet lover audience allowed Maxi Zoo to reach a relevant audience when they were watching other TV content on Sky channels. Viewing passions is an exciting new way for advertisers to reach an audience with a known affinity for certain types of content'.

Web site: www.skymedia.co.uk .