Sky is rolling out a number of new features for its personalised advertising service AdSmart.

The pay-TV broadcaster is increasing location-based advertising and is also allowing advertisers to use their own customer data to help them reach the audience they want.

It comes after 224 brands have run 640 individual advertising campaigns since AdSmart launched at the start of the year. Sky claims that 70% of Sky AdSmart advertisers had not previously advertised on TV or on Sky.

Advertisers will be able to deliver ads to Sky homes by postcode from November. Currently, customers have been able to be targeted by regions or particularly cities including Leicester, Belfast and Cardiff.

The news was announced by Jamie West, deputy managing director of advertising arm Sky Media, at the IBC event in Amsterdam.

“We’ve seen a huge and growing demand for Sky AdSmart, opening up the UK’s most-loved medium to scores of advertisers who previously thought it was not relevant or out of reach. Building on our successful launch, we’re further strengthening the product to give advertisers additional ways of reaching their desired audiences on TV,” he said.

Sky AdSmart is currently available on Sky’s wholly-owned entertainment channels, movie networks and sports stations as well as partner channels including Nat Geo, Fox and History.