BSkyB lines up Samsung to trial TV advertising service
Samsung is in talks to be one of the first brands to trial BSkyB's new targeted TV advertising service, Sky AdSmart, when the next phase of testing starts on 26 August.
Samsung: said to be among the 40 brands that will test Sky AdSmart
2008 Sky starts developing a targeted ad service for linear TV Early
2010 Sky begins delivering targeted ads on Sky Player and plots a 2011 launch on set-top boxes
March 2011 Sky starts writing to customers to inform them about the service
March 2012 Sky Media promotes Jamie West to director of AdSmart
August 2013 Sky begins testing AdSmart in customers’ homes
Sources said Sky is close to finalising the 40 or so advertisers that will the trial the service, which offers personalised targeting during TV ad breaks in the live broadcast stream. The brands that are holding talks include Ocado, Tesco, RBS and Nestlé, as well as local businesses in Portsmouth and Southampton.
Sky started testing its TV ad-targeting format earlier this year in its employees’ homes. Over the past few weeks, the broadcaster has also tested its own promotions, such as ad campaigns for Sky Movies and Sky Sports, in customers’ homes.
Although some media agency sources suggested that the uptake had not been as enthusiastic as Sky might have hoped for, a source close to Sky rejected this notion. The Sky source said that around five times more brands wanted to be involved in the trial than it had places for.
Sky has been particular about the types of brands it signs up for the trial to ensure that the effect of the AdSmart campaign is measurable. Sky Media was also looking for advertisers from a range of sectors.
A Sky spokesman said: "Sky AdSmart aims to open up TV advertising to brands that are new to TV, as well as those that want to return, by enabling them to take a much more targeted approach.
"We’re delighted that hundreds of brands have expressed an interest in the service. Of these, we’ve selected a limited number to take part in the final stage of testing, which begins next week."
AdSmart is initially being offered on Sky1, Sky2, Sky Atlantic, Sky Movies, Sky Sports, Sky Arts, Sky Living, Challenge and Pick TV. However, a source said Sky is "open" to extending the service to other broadcasters.
Sky started serving targeted ads on Sky Player in 2010 and had planned to introduce them to linear TV in 2011.
This article was first published on campaignlive.co.uk
Latest jobs Jobs web feed
- Consumer Insight Manager Jarlett de Grouchy £32000 - £35000 per annum + Bonus + Benefits, London
- Digital Account Manager Dot-Gap £40k, Central London
- Head of Performance Dot-Gap £70k, Central London
- Ad Ops Executive Dot-Gap £22k, Central London
- Programmatic Account Director Dot-Gap £55k, Central London
- Programmatic Manager Dot-Gap £40k, Central London