MobiAD Archives


Release: BSkyB Launches Mobile Advertising

• Sky offers targeted advertising across mobile assets for first time, with integrated cross-platform ad opportunities across TV, online and mobile

• Adidas and Fiat become first advertisers -

Sky has announced it is selling advertising around it mobile content assets for the first time. Advertisers will now be able to take advantage of advertising opportunities around leading mobile properties such as Sky Sports and Sky News and the Football 365 mobile portfolio.

Sky’s move into mobile advertising follows new deals with Vodafone and T-Mobile which enable Sky to sell display inventory around its syndicated ‘on-portal’ content, in addition to its own ‘off portal’ inventory. Fiat and Adidas are the first advertisers to take advantage of this new mobile advertising platform

To enable the insertion of ads around Sky’s inventory, Sky has deployed Ad Infuse’s adInMotion technology to provide a flexible mobile advertising platform. This framework will initially enable display advertising across Sky’s mobile content for users on any mobile device.

The adInMotion platform will provide advertisers with the ability to engage audiences across multiple mobile content sites. The platform will leverage multiple data points to deliver relevant and targeted mobile advertising. Working with MNOs, ads are targeted according to several parameters, including content type and context, time of day, geographical information and in-network browsing behaviour.

Building on this foundation, Sky will seek to ad enable all of its mobile properties – including video services – with a wide range of creative opportunities. And in addition to offering a range of innovative cross-portal mobile opportunities, Sky is also now able to offer a truly integrated advertising opportunity across TV, online and mobile.

Sky’s mobile advertising activities will be led by Tim Hussain, Sky’s Head of Mobile Advertising, who comments: “Sky has some extremely attractive content offerings which have demonstrated real value to advertisers on TV and online for many years. By expanding our range of advertising opportunities to include mobile, we are now able to offer advertisers the seamless brand experience across the three principle platforms through which we know our customers now consume content.

“As a very personal screen, mobile also brings with it the opportunity to offer some really valuable functionality around personalisation and location based services, which we look forward to working with network operators and brands to exploit.”

Sky has been offering mobile content to all the major UK mobile phone networks for many years, and is the largest commercial provider of news and sports content in the UK. Through its range of mobile sites and services, Sky’s content reaches more than 7 million unique users each month.

In September 2005 Sky launched Sky Mobile TV, which currently offers a mix of around 30 ‘live’ linear and made for mobile TV channels. With services now available through Vodafone, Orange and T-Mobile, Sky Mobile TV is the UK’s largest 3G mobile TV service. In 2007 Sky also launched 24-7 Football which provides in-game goal clips and after match highlights for all FA Premier League and UEFA Champions League matches.

About Sky

Sky is the UK’s leading entertainment and communications company and operates the most comprehensive multi-channel television service in the UK and Ireland. Around 23 million viewers in 9 million households enjoy an unprecedented choice of movies, news, entertainment and sports channels and interactive services on Sky Digital.

Over 4 million customers use Sky+, Sky’s digital video recorder, to record and store their favourite programmes to watch them when they want. In May 2006, Sky evolved the television viewing experience yet further with the launch of the high definition television service, Sky+HD.

In addition to its digital television service, Sky also provides the UK’s largest 3G mobile TV service (Sky Mobile TV) and an on-demand broadband download service (Sky Player).

In July 2006, Sky launched Sky Broadband and Sky Talk, providing great value broadband internet access and home telephony for Sky customers


12.11.2008   
del.icio.us
Interested in Mobile Marketing and Mobile Commerce?
Subscribe to MobiAD News
Get the newsletter!

Subscribe to MobiAD