Sky set to deliver ads that follow users across screens
Sky Media is to launch a new product early next year which will allow advertisers to target audiences in sequence across different screens.
Sky AdVance will connect TV and online audiences and uses the broadcaster’s viewing and device data to help advertisers address the most relevant audiences via whichever screen they are currently using.
“The scale of the data we now possess gives us the ability to interweave TV and digital advertising like never before,” said Jamie West, deputy managing director of Sky Media.
“Sky AdVance will open up many exciting possibilities for advertisers, while ensuring viewers get to see more relevant advertising, in meaningful sequences.”
Sky Media said it has now expanded its TV audience measurement capabilities to gather data from three million households, providing “second by second” viewing data.
Crucially, the new product will allow advertisers the ability to extend TV spot campaigns to people that they know have not seen it, via digital ads in on demand and display.
The latest development follows the launch of Sky AdSmart, which tailors what is shown in linear TV ad breaks according to a household’s profile and location.
Originally launched across Sky’s wholly-owned entertainment, movies and sports channels, it has since been extended across a range of Sky’s partner channels, including Nat Geo, Fox and History.
