Targeted television charity advertising is continuing to gather steam, as Localgiving.com has today announced it will launch area-specific advertising campaigns to encourage viewers to donate to local charities.

Localgiving.com, an online platform for giving to small charities and community groups, will trial an advertising campaign using Sky’s AdSmart system, following the announcement by Freedom from Torture that it would be the first charity to test the waters of targeted television advertising.

The campaign, which will initially run in Brighton and Hove, will encourage viewers to donate to charities in that area. AdSmart enables television advertising to target viewers based on the specific household profile.

Following the run in Brighton and Hove, Localgiving.com plans to run campaigns in Bristol, Birmingham and Newcastle.

Localgiving.com founder Marcelle Speller said the technology provides her organisation with a “marvellous opportunity”. “We are delighted to be working with Sky Media as we look to use TV advertising to build stronger local communities,” she said.

Sky argues that this targeting to specific households makes television advertising more affordable to charities which have previously been priced-out of the DRTV market. 

The television campaign was announced at the launch event for Localgiving.com's Grow Your Tenner campaign, which sees Cabinet Office match fund donations to small, local charities.

Minister for civil society Nick Hurd, who attended this morning's event in central London, expressed his support for the local giving platform. "I love it," he said. "I'm a big fan of localgiving.com.

"What's working for people is digital, mobile. What's working for people is giving what they can afford," he said.  "And they want to give local."

Localgiving.com has more than 4,000 charities signed up to its service.