Sky AdSmart, the targeted advertising system used by the satellite platform, is to let advertisers deliver TV ads to Sky homes by area postcodes.

The new feature, making its debut in November, builds on the existing location-based targeting offered by Sky AdSmart which allows advertisers to select either TV regions or metropolitan areas including Leicester, Belfast and Cardiff.

Advertisers will be able to make their choice using the first two letters of a postcode.

Making the announcement at IBC 2014, Sky Media’s deputy managing director Jamie West said 224 brands have run 640 individual campaigns using Sky AdSmart.

“We’ve seen a huge and growing demand for Sky AdSmart, opening up the UK’s most-loved medium to scores of advertisers who previously thought it was not relevant or out of reach. Building on our successful launch, we’re further strengthening the product to give advertisers additional ways of reaching their desired audiences on TV. We look forward to continuing to develop Sky AdSmart to give advertisers even more control over their TV campaigns.”

Available in a fifth of UK households, Sky AdSmart tailors what’s shown in TV ad breaks according to a household’s profile and location. Originally launched across Sky’s wholly-owned entertainment, movies and sports channels, it has since been extended across a range of Sky’s partner channels, including Nat Geo, Fox and History.