Sky Media is making its premium video on demand inventory available through Google Display & Video 360, extending programmatic access across its owned and partner portfolio following a pilot campaign.
The move gives advertisers using DV360 access to broadcast-quality VOD inventory across Sky Media’s platforms and channels, as well as inventory from its media partners, in what the company says is a further step in the convergence of TV and digital trading.
Sky Media said the deal creates a new route to market for brands seeking to combine premium TV environments with the flexibility and reporting capabilities of digital buying. Advertisers will be able to plan campaigns alongside wider digital activity, with access to real-time reporting, reach and frequency measurement and greater visibility over performance.
The broadcaster’s sales house said the launch builds on its existing relationship with DV360, which is already used across Sky’s sites, apps and YouTube inventory. Sky says it represents more than 31% of ad-supported TV viewing in the UK.
Targeting will include age, gender and demographic segments, supported by Sky’s addressable data capabilities, with third-party data integrations due later this year.
The inventory available through the new arrangement includes Sky’s entertainment, drama, sport and news portfolio. Sky Media highlighted access to programming across Sky Atlantic, Sky One and NOW, alongside live sport including Premier League football and Formula 1, and news output from Sky News.
Pippa Scaife, Director of Digital Advertising at Sky Media, said the launch was aimed at making the company’s premium inventory more accessible as viewing habits evolve.
She said enabling programmatic buying through DV360 would give advertisers greater choice in how they buy TV, with increased transparency, control and flexibility, reflecting continued convergence between television and digital channels.
Alex Glover, Managing Director of Programmatic at Brainlabs, said the integration helped bridge the gap between premium TV and digital precision. He said early results from a pilot campaign for Which? had already demonstrated the ability of Sky’s inventory to deliver incremental reach alongside other activity in a media plan.
Sky Media said the new buying option is available immediately to advertisers using Google DV360.
