Sky prepares to launch 'targeted ads' during live broadcasts

By Joe Cox
published

An update to the company's AdSmart service will bring adverts based on location and viewing habits

BSkyB is readying a targeted ad service that could see viewers receiving adverts during live broadcasts based on their location, subscription package and viewing habits.

BSkyB is readying a targeted ad service that could see viewers receiving adverts during live broadcasts based on their location, subscription package and viewing habits.

Small software tweaks to the AdSmart service would allow a service to begin being tested next year with a possible launch in 2013, according to sources.

New BSkyB subscribers are given a Sky HD+ box, whether they have subscribed to HD services or not. The Sky HD+ box contains two separate hard drives – one for viewers to record their programmes onto, and a second that stores "anytime" programmes and targeted ads.

While BSkyB is forbidden by law to deliver targeted ads to specific households, adverts can be 'matched' using a panel of similar users, based on factors such as location.

These tailored adverts would allow Sky to charge a premium for advertising on the premise that they were more likely to appeal to the specific viewer.

While Sky denies such a system is ready, Jeremy Tester, commercial director at BSkyB, said testing could begin next year, according to Marketing magazine.

He said: "There is middleware inside the set-top box that is not yet ready to deliver live targeted ads. We do plan to test systems towards the end of 2012, taking it to market in 2013."

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Joe Cox
Joe Cox
Content Director

Joe is Content Director for T3 and What Hi-Fi?, having previously been the Global Editor-in-Chief of What Hi-Fi?. He has worked on What Hi-Fi? across the print magazine and website for more than 15 years, writing news, reviews and features on everything from turntables to TVs, headphones to hi-fi separates. He has covered product launch events across the world, from Apple to Technics, Sony and Samsung; reported from CES, the Bristol Show, and Munich High End for many years; and written for sites such as the BBC, Stuff, and the Guardian. In his spare time, he enjoys expanding his vinyl collection and cycling (not at the same time).