Service
AdSmart from Sky
Smarter TV advertising, built around your audience
Sky AdSmart is changing how brands use television.
Instead of broadcasting one message to everyone, AdSmart allows you to show different ads to different households watching the same programme, bringing the precision of digital targeting into the world of TV.
What is Sky AdSmart?
AdSmart is an addressable TV platform that enables advertisers to target specific audiences based on who they are and where they live.
That means you can:
- Target by region, city, or postcode
- Focus on specific audience types and household profiles
- Tailor campaigns to reach your ideal customer
All while appearing across hundreds of popular channels and on-demand content.
Why Use Sky AdSmart?
Precision Targeting
Reach the households most likely to engage with your brand using hundreds of data-driven audience attributes.
Reduce Wasted Spend
Avoid paying for nationwide coverage when your audience is concentrated in specific areas.
Accessible Entry Point
Campaigns can launch from relatively modest budgets, making TV viable for businesses of all sizes.
Premium Environment
Your brand appears within high-quality, brand-safe TV content building trust and credibility.
Stand Out from Competitors
Deliver more relevant, personalised messaging that cuts through.
How AdSmart Works
AdSmart uses household-level data to deliver the most relevant ad to each viewer.
- Household data is securely stored on the Sky box
- Ads are pre-loaded based on audience targeting
- During an ad break, the most relevant ad is selected for that household
- The advert plays seamlessly within the broadcast
The result: a more personalised and effective TV experience.
Data That Drives Results
AdSmart combines Sky’s own data with trusted third-party sources to create highly detailed audience profiles.
This includes data from partners such as Experian and other leading providers, allowing campaigns to be built around real-world behaviours, demographics, and purchasing signals.
With hundreds of targeting attributes available, there are thousands of ways to define and reach your ideal audience.
How We Make It Work for You
As a specialist TV planning and buying agency, we help you unlock the full potential of AdSmart.
Audience Strategy
We define your ideal customer and build a targeting approach that aligns with your goals.
Campaign Planning
We identify the right channels, formats, and messaging to maximise impact.
Airtime Buying
We work directly with Sky to secure the most effective placements for your campaign.
Creative & Clearance Support
From production to Clearcast approval, we ensure your advert is ready for broadcast.
Ongoing Optimisation
We monitor performance and refine campaigns to deliver the best possible results.
TV Advertising Reimagined
Sky AdSmart levels the playing field.
It allows smaller and mid-sized businesses to access the power of TV, while giving larger brands the tools to be more precise and efficient.
Combined with our expertise in planning and buying, it becomes a powerful way to reach the right audience without the waste.