# Localgiving to promote small charities on TV through Sky AdSmart

- Link: https://fundraising.co.uk/2013/10/18/localgiving-promote-small-charities-tv-through-sky-adsmart/
- Published: 2013-10-18T09:29:11+01:00
- Author: Howard Lake

Online fundraising platform Localgiving.com is to run its first TV advertising campaign
using Sky’s new targeted advertising service Sky AdSmart.

The service, which is still being trialled, targets adverts to viewers based on 
a household’s profile. Adverts are selected based on a household’s postcode, the
Sky products they use, and further data from third party suppliers such as data 
services company Experian. This includes home ownership, spending power related 
to income, Mosaic consumer profile, and the mix of people and their ages in the 
household.

As a result Localgiving.com can use the servicec to run a campaign which focuses
only on the areas in which their small, local charity partners operate.

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## Campaigns in Brighton, Hove, Bristol, Birmingham and Newcastle

Its first [Sky AdSmart](http://www.skymedia.co.uk/sky-adsmart/) campaign will be
broadcast to homes in and around Brighton and Hove. The campaign will encourage 
people in the Brighton and Hove area to find out about and support charities and
voluntary groups in their local area.

Localgiving.com will then expand its use of Sky AdSmart to run campaigns Bristol,
Birmingham and Newcastle.

Marcelle Speller OBE, Founder and Executive Chairman, [Localgiving.com](http://Localgiving.com)
announced the partnership with Sky AdSmart at the launch of Localgiving.com’s Grow
Your Tenner 2013 campaign, which aims to turn £500,000 from the Cabinet Office into
over £1 million for grass roots charities across England.

She said: “This is a marvellous opportunity for Localgiving.com to connect local
charities and community groups in a targeted area with the people who want to support
them.”

Jamie West, Director, Sky AdSmart, added: “Sky AdSmart can help those brands who’ve
previously thought TV too broad a medium as well as local advertisers that have 
been priced out of TV until now. We’re looking forward to seeing the results and
to rolling out the trial to other major cities across the UK.”

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 * **[The handy guide to DRTV metrics – part 1](https://fundraising.co.uk/2015/06/02/the-handy-guide-to-drtv-metrics-part-1/)**(
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