Sky Media is to give ad buyers the ability to purchase audiences and make decisions in real time.
Following a successful pilot phase with media agency Omnicom, the second phase of Sky AVx (Audio Visual Exchange) will expand the platforms and inventory available. Buyers will have access to Sky-branded linear and VOD channels.
Graeme Hutcheson, Director of Digital and Sky AdSmart of Sky commented “Sky is on a journey to deliver a programmatic solution in the efficient, effective, measurable and brand safe environments advertisers demand – these first steps are significant and will allow real-time ad-decisions to be made in a live broadcast environment for the first time.”
Harriet Perry, General Manager, Accuen added, “For the first time, the UK market will be able to tap into the £5 billion TV industry using programmatic technologies. This means that clients are now able to make more informed buying decisions, in real time, during live TV broadcasts. We’re thrilled to be Sky’s exclusive partner for the launch of Sky AVx and help to deliver programmatic TV, something that has been highly anticipated in the UK.”
During the trial phase, Omnicom was able to purchase Sky’s first Programmatic Broadcast Solution via Sky Go’s livestream. Through an automated process, Omnicom was able to buy advertising space against its core audiences, within Sky Go’s live linear channels, including Sky 1, Sky Sports News and Sky Atlantic.
