Sky Media, the sales arm of Sky, has become the first and only publisher to be able to report ‘off-platform’ distributed video.
It follows development by Ipsos iris and endorsement by the online measurement body UKOM.
Ian Dowds, CEO of UKOM, said: “We think the whole industry will welcome this important and exciting development from Sky and UKOM-governed Ipsos iris. It shows that Ipsos iris data brings additional answers in the search for accountability of investment, allowing media owners and advertisers to learn how the online viewing landscape is evolving.”
Graeme Hutcheson, Director of Digital Advertising at Sky Media, said. “As our digital platforms evolves at pace, it’s important to be able to capture the full reach and impact of advertising in a single, simplified view. Collaborating and innovating with UKOM and IPSOS for trusted industry measurement, means advertisers can now see the full impact of our market leading proposition helping them make better, more informed decisions.”
The development measures the incremental audience gained through video content served across third-party websites as part of the ‘Sky Publisher Player’ (SPP) network.
Data from the first month of measurement showed that SPP increased Sky Sports’ audience by 16% to 9 million UK adults, further accelerating the brand as the largest online commercial sports publisher in the UK, with the ability to reach audiences beyond owned and operated sites.
