Sky Media Debuts TV Ad Analytics Portal

Sky Media, the ad sales arm of communications company and broadcaster Sky, has launched a solution to enable media agencies and advertisers to plan, report and evaluate elements of their TV campaigns.

The new Sky Analytics online portal has been developed to simplify execution and management of the company's cross-platform TV advertising; offering capability across both AdSmart and Video On Demand platforms. For AdSmart campaigns, advertisers and agencies will be able to build and size an audience using demographic and lifestyle attributes, purchasing behaviour and location data from the tool's 1400 attributes. Users will also be able to set specific campaign goals and metrics, while defining how often audiences will see an ad. For On Demand, users will gain direct access to campaign reports, along with detailed delivery reports and analysis on impressions, heatmaps and content. Additionally, the tool will include access to third-party verified MOAT video score data.

Later this year, campaigns using AdSmart will have live pricing and buying capabilities added, and those using On Demand will have additional planning capabilities included. Through ongoing development, Sky Media says that the ultimate goal for the platform is to provide a 'one-stop shop' for cross-platform, planning, reporting and evaluation.

Jamie West (pictured), Sky's Group Director of Advanced Advertising, comments: 'Sky Analytics is a significant step in giving agencies and clients more control of their TV campaigns. The ability to plan campaigns using the wealth of targeting attributes or combining with their own data is hugely compelling. We are on a journey to deliver a single powerful platform with the flexibility marketers have come to expect from digital, but for the brand safe premium video experience of TV.'

Web site: www.skymedia.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.