Households can be selected based on factors like age, location and life-stage, derived from a combination of Sky's own customer data and information from consumer profiler experts such as Experian. By allowing advertisers to cherry-pick their audiences the power of TV can now be used to greater effect by existing advertisers, whilst becoming accessible for the first time to niche brands, small and medium-sized businesses (SMEs) and location-specific advertisers.

Sky AdSmart can be used in a number of ways including: • Create a bespoke standalone campaign to a specific audience or region. • Compliment a linear campaign by up-weighting messaging to a specific audience • Show different messages to different audience selections in the same linear spot. • Control the viewing frequency of your ad with frequency caps and minimum spacing.

Sky AdSmart has 3 propositions all of which come with different features and benefits. 1. Optimised Linear: Target different audiences using different ads in the same linear spot to optimise your marketing activity (benefits below). 2. Define and Reach: Define the specific households you want to reach and only play your ad when that household is watching (benefits below). 3. Combined: Combine the ability to optimise the linear campaigns with the ability to reach audiences when they are watching (benefits below).

•Optimise effectiveness of a linear spot/campaign •Concentrate a brand's dialogue with its core target audience •As the linear schedule dictates opportunities for a Sky AdSmart ad to be shown - you know when your Sky AdSmart ad could play out •Ensures some control over the programme environment •Can run without a linear campaign •Can be used for regional campaigns •Can be used to up-weight messages to specific audiences •Hard to reach customers will see the ad when they are watching •Sky AdSmart campaign end date can be after the linear campaign end date