Audience Segments for AdSmart in Ireland

AdSmart from Sky allows you to pick and choose from a range of lifestyle Mosaic groups & geographical attributes.

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 contact us here.

Mosaic Groups

Groups

Click on the group name for more information about this Mosaic

Location Options

Province

Munster
Ulster
Connacht
Leinster

County

Carlow
Cavan
Clare
Cork
Donegal
Dublin
Galway
Kerry
Kildare
Kilkenny
Laois
Leitrim
Limerick
Longford
Louth
Mayo
Meath
Monaghan
Offaly
Roscommon
Sligo
Tipperary
Waterford
Westmeath
Wexford
Wicklow

Geobox

The ability to target within an agreed area of a specific Eircode

Routing Key

The ability to target based on the first three digits of an Eircode eg. D09/D05/D04

Sky Household Attributes

Children (By Age) In Household

0-2 yrs
6-9 yrs
10-14 yrs
15-17 yrs
No Kids

By Income

Under €20k
€20 – €50k
€50k – €80k
Over €80k

Lifestage

Working
Homemaker
Retired
Students
Other

Gender

Male
Female
Male & Female

Viewing Passions

A new targeting capability using Sky’s first party data to create audiences based on viewing to a particular programme or channel genre. From home improvement enthusiasts to movie buffs, from horse racing fans to food lovers, Sky Media can identify the heaviest viewing cohorts to any channel, programme or genre, thereby allowing advertisers to target these audience segments when they are viewing Sky content.

Light TV Viewers

An attribute designed to reach hard to find TV viewers, targeting households that watch the least amount of TV.

Learn more here

Tech Engagement

An attribute designed to reach households that are likely to be early adopters of new technology.

Movie Lovers

An attribute designed to reach households that have interacted with Sky Store, based on actual movie purchase data.

Sky Sports Subscribers

An attribute built from Sky HH customer data, allowing advertisers to target Sky homes with a Sky Sports subscription.