- Sky Media joins Comcast and ITV in addressable ad investment
- Effort to counter the threat of digital giants and global competition
- Sky Analytics to enhance reporting and analysis of TV ad campaigns
Sky Media has launched its Sky Analytics tool for media agencies and advertisers to self-manage media planning for addressable TV.
The online portal was launched today in phase one of the firm’s new roadmap, designed to simplify the execution and management of Sky’s cross platform TV advertising.
Sky Analytics will enhance the planning, reporting and evaluation of TV advertising campaigns compatible with AdSmart and Sky’s on demand platforms.
Sky confirmed the platform will support MOAT, which will ensure its clients and agencies will have access to independently verified metrics to assess the quality of the impressions they’re buying.
Sky group director of advanced advertising Jamie West said: “Sky Analytics is a significant step in giving agencies and clients more control of their TV campaigns.
“The ability to plan campaigns using the wealth of targeting attributes or combining with their own data is hugely compelling. We are on a journey to deliver a single powerful platform with the flexibility marketers have come to expect from digital, but for the brand safe premium video experience of TV.”
Sky Media said it has plans to make Sky Analytics the one-stop portal to plan, report and assess the opportunities to optimise Sky Media’s cross-platform campaigns.
Using the AdSmart technology, its clients will be able to build and size an audience using demographic and lifestyle attributes, purchasing behaviour and location data from AdSmart’s 1,400 attributes. The on-demand service will enable direct access to campaign reports and analysis which include impressions, heatmaps and content.
Later this year, campaigns using AdSmart will have live pricing and buying capabilities added and those using On Demand will have additional planning capabilities included, according to Broadband TV News.
In April, UK broadcaster ITV confirmed its plans to launch an addressable ad platform when it announced it had signed a deal with ad tech company Amobee for the programmatic buying and selling of ad inventory on its ITV Hub OTT platform.
Last month, Comcast announced its partnership with US cable TV providers Charter Communications and Cox Media to develop an addressable ad offering, branded ‘On Addressability’, the programme will develop standards for addressable advertising.
- Read more: Comcast leads addressable ad initiative