Advanced Television

BSkyB ads to be sold by Orange

April 19, 2012

BSkyB is looking to boost its display ad sales in Europe by appointing Orange Advertising Network to represent its European inventory outside of the UK and Ireland. BSkyB’s in-house sales arm, Sky Media, will continue to be responsible for selling its online inventory in the UK & Ireland.

BSkyB, whose online properties include Sky News, Sky Sports and Sky Entertainment, attracts 3.9 million unique visitors in Europe (outside the UK & Ireland) and generates 168 million page impressions a month (source Comscore – average July/September 2011).

Orange Advertising Network will base its international sales team in London (via Unanimis) to sell BSkyB’s online properties across 25 countries, including France, Germany, Spain, Italy and the Netherlands.

The Sky international portfolio will enable Orange Advertising Network to offer advertisers a unique platform to target a core AB, aged +35, with a split of 57 per cent male to 43 per cent female audience. Additionally, Sky Sports offers advertisers an opportunity to reach a core AB audience, predominantly male and aged between 25 and 48.

Tim Hussain, Head of Digital Platforms, Sky Media, said: “Our entertainment, sports and news properties attract a dedicated audience across Europe who are highly engaged with our content and also respond well to advertising. Working with Orange Advertising Network will ensure that our brand is presented to the right buyers, maximising European revenues from our online properties outside our home markets of the UK & Ireland.”

Luc Tran Thang, Vice President, Orange Advertising Network, commented: “We’re delighted that BSkyB has chosen Orange Advertising Network as its European partner. Sky is renowned for its exclusive coverage and content so its portfolio represents a premium opportunity for advertisers. The addition of Sky’s international portfolio along with our extended network of sellers across Europe offers buyers a reach of 150 million unique users across a mix of strong sites.”

Orange Advertising Network will be marketing Sky properties to advertisers in 25 countries in Europe, covering Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, France, Finland, Germany, Greece, Hungary, Iceland, Italy, Luxembourg, Netherlands, Norway, Poland, Portugal, Slovakia, Slovenia, Spain, Sweden, Switzerland and Turkey.

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