Sky primes set-top box ad plan

BSkyB will finally launch its Adsmart TV scheme this summer, enabling brands to use the broadcaster’s near 2 million set-top boxes to run targeted advertising to viewers.
The scheme was originally touted for a launch 2011, with the broadcaster setting up an online equivalent the previous year.
The technology stores the ads on the set-top box and then delivers different commericals to different households watching the same live programme, using criteria selected by the advertiser.
BSkyB chief financial officer Andrew Griffith said: “A high street bank could show an ISA commercial to high income homes and at the same time a current account message to others.
“We’re only able to do this because we have a wholly owned and operated connected box platform and we only have the inventory to sell advertisers because of the breath and channels of content that attracts valuable audiences.”
He said the company was already holding talks with agencies.
As of December 31, 2012 there were 1,715,000 Sky+ HD boxes connected to the Internet.
Griffith said he expected that AdSmart would be able to grow the overall segment, opening up opportunities for regional, hyper-local and specialty brands that were excluded from the current advertising model.
The move was revealed as Sky reported a profit of £487m for the six months to 31 December 2012, an increase of 7.5% year on year. It also added 88,000 new customers in the final three months of 2012 to reach 10.7 million, up 271,000 year on year. Triple-play – broadband, TV and phone – penetration rose to 33% and helped Sky’s average revenue per user increase £24 year on year to £568.

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