Advanced Television

Sky’s Mooney joins ThinkAnalytics

December 2, 2020

ThinkAnalytics has appointed Sky veteran and data and analytics expert Tony Mooney as SVP, Advertising. Mooney will head up the firm’s ThinkAdvertising business, helping pay-TV and OTT providers maximize their ad inventory across broadcast and streamed TV and generate new revenue streams from advertisers running hyper-targeted campaigns.

From 2010 to 2017, Mooney was Managing Director, Insight & Decision Science at Sky, where he developed its  customer data and customer intelligence capabilities. Mooney and his 600-strong team supported the entire Sky business, from customer acquisition and retention through to product, content, and targeted and linear advertising. Mooney also led the Sky IQ B2B business, providing advanced data capabilities for large advertisers.

On leaving Sky, Mooney set up DecisionBox to help multinational clients apply digital, analytics and decision science techniques to boost customer retention and acquisition, and grow revenues. Prior to this he held senior positions in data, analytics and CRM at Experian, Orange and Centrica.

ThinkAdvertising helps video service providers generate new income by maximising their ad inventory. The solution aims to help offer compelling propositions to a broader set of advertisers – from new and existing hyper-local and regional advertisers through to big brands.

“I joined the ThinkAnalytics team because I have known the company and its leading technology  for many years and I can see the potential to help pay-TV and OTT providers of all sizes join the addressable advertising revolution and generate additional income by maximising their ad inventory. Addressable advertising is about to go prime time as new solutions like ThinkAdvertising replicate the precision of hyper-targeted digital campaigns on TV screens, and offer an attractive alternative for advertisers concerned about the reputational and fraud risk in web campaigns,” said Mooney.

“Tony’s pioneering work at Sky make him the ideal person to advance our addressable advertising ambitions and help service providers unlock their treasure trove of subscriber data. His understanding of the complex and piecemeal nature of the adtech ecosystem will be invaluable as customers embark on their addressable advertising journey,” added Eddie Young, ThinkAnalytics Chairman.

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