BSkyB targeting ads from 2011

Targeted advertising has been promised for years, but it seems BSkyB will reportedly launch such a service in 2011. According to Brand Republic, Sky is working internally on a project called Smart TV which has the ability to allow advertisers to beam specific ads to individual homes.

The service exploits NDS-developed technology which can target viewers on the basis of location, personal or demographic profile.

Targeted advertising is already commonplace in the computer world, and there are plenty of vendor companies offering similar flexibility to their customers in the IPTV world. But Sky’s 9m customers, as well as their highly versatile Sky+ set-top boxes, provide an attractive mass-market for speciality commercials.

It is understood that the intention is to pre-cache the targeted ads onto a viewer’s Sky+ hard drive, whereupon the ad will be automatically inserted into a linear programme during the commercial break. Nick Milligan, managing director of Sky Media, speaking at a London conference last week, said: "We hope to have Smart TV ready by 2011. Over the next couple of years, we intend to build a detailed database so we can drop targeted ads into regular TV ad breaks and develop a relationship with consumers.”