Targeted Ads on... TV?

Broadcasters have long been targeting ads through commissioning shows for specific demographics mixes.  However, now they have a tool that will help them act more like the kind of targeted ad you are used to seeing online.  

BSyB, a top UK pay TV operator, is launching a service called Sky AdSmart that will utilize Sky+HD set top boxes in households matching certain desired characteristics to schedule and trigger targeted advertisements seamlessly over the linear network feed.  The set top boxes will hold the demographic information for each particular household thereby allowing for the proper targeting desired.  

This service will initially operate only across Sky's own suite of channels including Sky 1, Sky Sports, Sky Atlantic, Sky Movies Sky Arts, Sky Living, Challenge and Picks TV.  Other UK cable operators are working on introducing similar services including Virgin Media.  

TV advertising is a healthy and growing industry as television remains an integral part of consumer's entertainment rituals.  However, this new technology gives platform operators a new weapon in their arsenal as they attempt to grab as large a share of total ad dollars as possible.