Sky and Johnston Press have formed a regional advertising partnership that will see the regional newspaper group place TV advertising through Sky’s AdSmart local product.
Sky is also making a £5 million investment in Johnston Press.
Ashley Highfield, the former BBC Future Media boss who is now CEO of Johnston Press, said: “Johnston Press has been focused on its vision to become a truly multimedia business over the last two years. This agreement with Sky is testament to the platform we have put in place. That Sky has further demonstrated its conviction in our strategy by investing in our business is particularly encouraging.”
AdSmart, available to more than a fifth of UK households, makes it possible to tailor what is shown during commercial breaks based on a household’s location and profile.
The ads are stored on the Sky+HD receiver and seamlessly injected into the commercial break.
The partnership will being in June and be available in an initial two markets: the first of these covers Nottingham, Derby and Sheffield; and the second, Milton Keynes, Northampton and Peterborough.
“Sky AdSmart local helps level the playing field for local businesses. They can now compete effectively with national brands, using the unique brand-building power of TV,” said Andrew Griffith, Sky’s Managing Director, Commercial Businesses. “Local companies can promote their products or service on any of Sky’s quality channels and be confident they are reaching their target audiences. We are looking forward to partnering with Johnston Press with its considerable experience of working alongside local communities and its market-leading role in building successful local digital media platforms.”
It is understood discussions took place with a number of other regional publishers.
Sky AdSmart has already been used by more than 100 advertisers since its launch. These include major national brands such as Tesco, Ocado and American Airlines but also local businesses who may have previously concluded advertising on TV wasn’t for them. Local advertisers who have already signed up include insurance group First Central, Wessex Garages, BMI Hospitals and the Hampshire Ford dealership, Hendy.
