Sky AdSmart adds Channel 5 to targeting portfolio

Sky AdSmart adds Channel 5 to targeting portfolio

Channel 5 has become the first major broadcaster to strike a deal with Sky AdSmart, the ad platform that allows brands to target campaigns on linear TV.

It becomes the latest of Viacom’s channels to join the ad platform, following Comedy Central and MTV in 2015, and AdSmart’s first public service broadcast channel.

It brings the number of ‘AdSmartable’ channels close to 100, and increases its household reach significantly. Channel 5 reaches more than four out of five UK TV viewers each month, the broadcaster claims. In 2016, the Channel 5 network of channels increased share of viewing amongst 16 to 34-year-olds by 11% and amongst ABC1s by 3%.

Sky AdSmart, launched in 2014, now has over 1400 targeting attributes and has delivered 7500 campaigns in the UK, with 75% of customers being either new to TV or new to Sky Media. Notable advertisers to use the technology include Argos, Santander, The Times, Johnston Press.

Graeme Hutcheson, director of Sky AdSmart & digital said: “Sky AdSmart changes the way that people look at TV advertising. The platform is continually evolving and we are really excited to announce one of the UK’s largest channels going live this month.”

Mark Swift, SVP, UK ad sales for Viacom UK, added: “We chose Sky Media as a single point of sale for all Viacom’s UK channels in large part because of their track record of innovation to improve the targeting and effectiveness of TV advertising. We’ve already experienced encouraging results for MTV and Comedy Central with Sky AdSmart and we look forward to creating more value for both our commercial partners and Viacom with the addition of Channel 5.”

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Jessica Goodfellow

The Drum's media reporter covering everything from publishing, TV, social media, radio and technology.

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