Sky AdSmart Audience Selection

Sky AdSmart allows you to pick and choose from a range of households attributes. There are thousands of ways you can mix the attributes to make sure you ideal customers get to see your TV ad.

In addition to the fixed attributes detailed, we also offer advertisers the option to create custom segments using your own customer data. To find out more about this option, please speak to your Sky Media representative or email us skyadsmart@sky.uk

Mosaic Attributes

Experian Mosaic Lifestyle

Groups

  • City Prosperity
  • Prestige Positions
  • Country Living
  • Rural Reality
  • Senior Security
  • Suburban Stability
  • Domestic Success
  • Aspiring Homemakers
  • Family Basics
  • Transient Renters
  • Municipal Challenge
  • Vintage Value
  • Modest Traditions
  • Urban Cohesion
  • Rental Hubs

Sky AdSmart also allows more granular mosaic types.

These include:

  • World-class wealth
  • Uptown elite
  • Penthouse chic
  • Local folk
  • Modern parents
  • Mid-career convention
  • Primary ambitions
  • Affordable fringe

 

For the full list of types, please email skyadsmart@sky.uk

Finance related attributes

Experian Financial Strategy
  • Accumulated Wealth
  • Balancing Budgets
  • Bright Futures
  • Consolidating Assets
  • Established Reserves
  • Family Interest
  • Growing Rewards
  • Platinum Pensions
  • Seasoned Economy
  • Single Endeavours
  • Stretched Finances
  • Sunset Security
  • Traditional Thrift
  • Young Essentials
Affluence
  • Very High
  • High
  • Mid High
  • Mid
  • Mid Low
  • Low
  • Very Low
Senior Decision Makers
  • Owner < 50 Employees
  • Owner > 50 Employees

Mastercard®

Mastercard®
  • Food/Upmarket/Fine Dining
  • Food/Midmarket Dining
  • Food /Fast Food
  • Food/Valentines
  • Travel/Cruise
  • Travel/Upmarket Travel
  • Travel/Resort Holiday
  • Travel/Hotel-Motel
  • Travel/Flights Domestic
  • Travel/Flights International
  • Travel/Holidays Domestic
  • Travel/Holidays International
  • Travel/Summer Holidays Domestic
  • Travel/Summer Holidays International
  • Leisure/Pro Sports Tickets
  • Leisure/Football Match
  • Leisure/Moviegoers
  • Leisure/Theme Parks
  • Leisure/DIY
  • Shopping/In-Store General
  • Shopping/Apparel – Men
  • Shopping/Apparel – Women
  • Shopping/Apparel – Kids
  • Shopping/Online
  • Shopping/Photography
  • Shopping/Consumer Elecs
  • Shopping/Toys
  • Shopping/Sports
  • Shopping/Cyber Online
  • Shopping/Cyber Consumer Elecs
  • Shopping/Cyber Apparel – Accessories
  • Shopping/Confectionary
  • Shopping/Flowers
  • Shopping/Jewellery
  • Back To School/Clothes
  • Back To School/Elecs
  • Back To School/Department Store
  • Back To School/Stationery
  • Spring/Flowers
  • Spring/Confectionary, Cards

Boots

Boots

Beauty

  • Beauty Accessories
  • Cosmetics, Premium
  • Cosmetics, premium eye & nail
  • Cosmetics, premium face
  • Cosmetics, premium lip
  • Cosmetics
  • Cosmetics, mass eye, face & lip
  • Cosmetics, mass nail
  • Skincare
  • Skincare, medicated
  • Skincare, expert
  • Skincare, clear
  • Skincare, hand & body
  • Skincare, hair removal
  • Skincare, self-tan
  • Female Grooming
  • Fragrance
  • Fragrance, gift
  • Fragrance, women’s fine
  • Fragrance, women’s mass
  • Fragrance, mens fine
  • Men’s Mass Fragrance

Toiletries and Electrical

  • Hair
  • Hair, accessories
  • Hair, styling
  • Hair, semi-permanent colourants
  • Hair, permanent colourants
  • Men’s, female buyers
  • Men’s, deodorants
  • Men’s, hair
  • Men’s, razors and blades
  • Men’s, shaving
  • Male Grooming
  • Deodorants
  • Feminine hygiene
  • Shower
  • Suncare
  • Washing & Bathing
  • Indulgent Bathing
  • Electrical
  • Electrical, hair
  • Electrical, dental
  • Travel Services
  • Photo

Baby and Health

  • Baby
  • Baby Clothing
  • Dental
  • Vitamins
  • Vitamins, beauty
  • Children’s Medicines
  • Cough Cold
  • First Aid
  • Footcare
  • Eyecare
  • Gastro
  • Smoking control
  • Pain Relief
  • Hayfever
  • Hairloss
  • Health Foods
  • Heart Health
  • Insect Repellent
  • Sports Nutrition
  • Snacking
  • Weight Management

Location options

Regions
UK Region map
Metropolitan Cities
Conurbations Map
Postcode Area

Click here to view and download the Postcode area interactive map (24MB)

Lifestyle related attributes
Newspaper readership
  • Reads Tabloid
  • Reads Broadsheet
  • Reads None
Early Tech Adopters
  • Early Adopters
Fashion

Women

  • Practical Comfort
  • High Fashion for Less
  • Family Sense
  • Restricted Wardrobe
  • Shoes and Mortgages
  • Shoestring Style
  • Kitted-out Kids
  • Image as Identity
  • Price and Practicality
  • Family Necessities
  • Best Dressed Fashionistas
  • Big Spenders
  • Hit-and-Run Shoppers
  • Local Essentials
  • Repetitive Purchasers
  • Autumn Style
  • Catalogue Classics
  • Traditional Tailoring
  • Moderation and Sales

For more information on these Women Fashion attributes, a PDF from Experian can be downloaded here.

Men

  • Any Shirt Will Do
  • Functional Fashion Seekers
  • Sporty Basics
  • Budget Image
  • Mainstream Fathers
  • Professional Look
  • Mid-range Suitability
  • Distinguished Classics
  • Quality not Quantity
  • Brand Boy
  • Dressed in the Best
  • Low-cost and Long-lasting
  • Conventional Appearance
  • Selective Habit

 

 

 

For more information on these Male Fashion attributes, a PDF from Experian can be downloaded here.

Mobile Phone Provider
  • EE
  • 02
  • 3 Network
  • Vodafone
  • Multiple Networks in household
Mobile Contract
  • On Contract
Composition of household attributes
Lifestage
  • Very Young Single
  • Very Young Homesharers
  • Very Young Family
  • Young Single
  • Young Homesharers
  • Young Family
  • Mature Single
  • Mature Homesharers
  • Mature Family
  • Older Single
  • Older Homesharers
  • Older Family
  • Elderly Single
  • Elderly Homesharers
  • Elderly Family
Household Composition
  • All men in HH are 16-24
  • Youngest male is 16-34
  • Youngest male is 35-44
  • Youngest male is 45-54
  • Youngest male is 55+
  • Women only HH
  • All women in HH are 16-24
  • Youngest female is 16-34
  • Youngest female is 35-44
  • Youngest female is 45-54
  • Youngest female is 55+
  • Men only HH
Expectant Families
  • Pregnant woman in household
  • Pregnant woman in household plus 1 child
  • Pregnant woman in household plus 2 child
  • Pregnant woman in household plus more than 3 people
  • First time mum
Age of Baby & Kids

Age of youngest baby in household:

  • 0-3 months
  • 3-6 months
  • 6-12 months
  • 12-18 months
  • 18-24 months
  • 24+ months

Age of kids in household:

  • Pre School age = 0 – 4
  • Primary School age = 5 – 11
  • Secondary School age = 12 – 17
Pet ownership
  • Has Cat
  • Has Dog
Attributes relating to the house
Home Ownership
  • Home Owner
  • Non Home Owner
Second Mortgage
  • Has a second mortgage
Home Movers
  • Moving in 30 days
  • Moving in 31-60 days
  • Moving in 61-90 days
  • Moving in 90+ days
  • 30 days since move
  • 31-60 days since move
  • 61-90 days since move
  • 91+ days since move
House Type
  • Detached
  • Semi-detached
  • Terraced
  • Maisonette/Flat
Home Insurance Renewal
  • January
  • February
  • March
  • April
  • May
  • June
  • July
  • August
  • September
  • October
  • November
  • December
South Facing Garden
  • Has a South facing garden
Vehicle related attributes
Age of Vehicle
  • Less than 1 year
  • 1-3 years
  • 4-6 years
  • 7-9 years
  • 10-12 years
  • 12+ years
Number of Vehicles
  • One
  • Two
  • Three or more
Car Insurance Renewal
  • January
  • February
  • March
  • April
  • May
  • June
  • July
  • August
  • September
  • October
  • November
  • December
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