LONDON — European satellite operator, channel owner and telco Sky is celebrating two years of growth in its pioneering addressable TV advertising platform, AdSmart.
Deputy MD Jamie West tells Beet.TV the service, which allows advertisers to target individual household set-top boxes using more than 532 attributes held by Sky about its customers, has clocked up 700 advertisers, 4,000 campaigns and billions of impressions.
“More than 70% of the advertisers active on the platform are new to TV or new to Sky, and they’re coming from a real diverse mix of market categories,” West adds, “from … garden centers or car dealerships, to … high-end finance, software-as-a-service.”
Now Sky wants AdSmart to go large. The company is already planning to roll it out across its enlarged European footprint, after the UK company merged with its German and Italian siblings.
And West reveals: “We turn over about £1.2 billion a year. Of that, at the moment it’s about 13% of our revenue is non-core, non-linear TV. We have ambitions to make that much closer to 70-30 within a couple of years.”
This video was produced at the Future Of TV Advertising Forum. Beet.TV’s coverage is sponsored by Xaxis. You can find more Beet videos from the conference on this page.
