Sky AdSmart has introduced postcode mapping on its Sky AdSmart tailored advertising service.

The system uses the first one or two letters of a UK postcode. It builds on the existing location based service that delivers different advertisements according to the metropolitan area in which a subscriber lives.

Ads are downloaded to Sky+ HD receivers and inserted into commercial breaks on participating channels.

124 postcode areas are available across the UK from Land’s End (TR) to John O’Groats (KW), and all of the areas in between. Over 50 advertisers are lined up to use postcode area targeting within the first three months.

Sky Media has also expanded the number of fixed audience attributes it offers via Sky AdSmart, adding another 50 to the initial 98 available at launch. All the attributes are combinable, allowing millions of permutations. Attributes expected to be in demand include Senior Decision Makers, Pet Owners and Fashion tastes, among others.

As previously reported in Broadband TV News, Sky Media first announced the introduction of postcode mapping at IBC 2014.