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Sky & Virgin Media Announce Strategic Partnership allowing Advertisers to Target over 30M Viewers
16 Jun 2017 : Katie McNeice
The purpose of the deal is to enable businesses to benefit further from advanced TV advertising across both Virgin TV and Sky platforms, as advertisers will be able to target a potential audience with a scale of leading social networks.

Advertisers will use specific technology and customer data to build campaigns, with an environment which is brand-safe and in the preferred medium of television.

The partnership covers both targeted linear and video on demand TV advertising, with Virgin Media making use of technology developed by parent company, Liberty Global, as well as Sky’s Sky AdSmart. The deal also ensures as targeted TV expands onto new platforms that there are consistent capabilities, currencies and targeting.

Virgin Media’s Pat Kiely and Sky Media’s Jamie West will be leading the development of the strategic partnership. Both parties intend that additional sales houses and channels will benefit from AdSmart technology over time.

Pat Kiely, Solutions Executive Lead, Virgin Media and MD, TV3:
“Quality programming deserves to be supported with quality advertising. In partnering with Sky we’re putting the UK and Ireland at the forefront of TV advertising innovation. We’re giving consumers advertising that is more relevant to them and giving brands a trusted destination to deliver intelligent, tailored TV campaigns to a targeted audience.”

Jamie West, Group Director of Advanced Advertising, Sky:
“TV remains the most effective and trusted advertising medium there is and continues to innovate at pace. Addressable TV is the high quality, brand safe and transparent medium that leading brands have already been adopting in their thousands. Today’s partnership takes that to the next level with the extension of AdSmart to millions more homes meaning more relevant ads for Virgin customers and a larger platform for advertisers.”




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