Sky Media rolls out Analytics for addressable TV

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Sky Media has commenced rolling out Sky Analytics to both media agencies and advertisers, opening-up direct access to plan, report and evaluate elements of their TV campaigns for the first time.

Sky media said that the Sky Analytics online portal is the first phase on a roadmap to simplify execution and management of Sky’s cross-platform TV advertising. The tool will be compatible with AdSmart and Sky’s on demand platforms and supports MOAT.

The service aims to give advertising partners the ability to:

  1. Define, plan and price their Sky Media campaign in one place
  2. Direct and accelerated access to campaign performance and reports
  3. Deliver a deeper understanding of campaign outcomes allowing brands to evaluate and optimise advertising in greater detail.

Jamie West, Sky’s Group Director of Advanced Advertising, said, “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.”

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 said the ultimate goal for the platform is to provide a one-stop shop for cross platform, planning, reporting and evaluation.


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