Sky and NBC Universal are to launch a joint advertising platform that brings together Sky’s AdSmart capabilities with those of NBC’s Audience Studio.
It’s hoped the “holistic offering” will enable brands and businesses to better reach customers in key international markets. They will then be able to measure the results across both NBU and Sky’s digital portfolio.
“Over the years, Sky has built a suite of advanced advertising tools, and we’re excited to share them with international marketers in the United States,” said Andrew Griffith, Group Chief Operating Officer, Sky. “Together with NBCUniversal we’re launching a global product unlike anything the market has seen before, that combines the quality and reach of TV with best-in-class addressability.”
NBCU and Sky have devised a selection of consumer segments for targetted advertising. Between them data into the Comcast set-top in the United States and Sky in the UK can reach more than 50 million households.
“The world is getting smaller, and the opportunity for international marketers to make an impact with consumers is getting bigger. The industry has demanded a global premium video offering, and now, one will finally exist,” added Linda Yaccarino, Chairman of Advertising and Partnerships, NBCUniversal.
It’s the first major initiative between Sky and NBC, following Sky’s acquisition by NBC parent Comcast.
