Sky AdSmart a smart add

27 November 2013

After several years of preparation Sky’s AdSmart launched in August and is on schedule to be offered to all advertisers in January/February 2014 after beta trials involving some 50 advertisers in the second half of 2013 AdSmart is all about addressable and low waste targeted segmentation on the Sky pay-TV satellite platform, which for the first time in UK TV history allows national channels to offer highly localised, targeted advertising AdSmart promises to grow significantly the TV advertising ecosystem, though success in realising the full revenue potential of AdSmart, possibly in the order of several hundred million pounds per annum, will depend on Sky’s ability to handle various challenges on the way, with regional press and direct mail most at risk

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