Aimed at advertisers and media agencies, Sky Media says 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.
Specifically, the portal will allow advertisers and agencies to plan, report, evaluate and further optimise cross-platform Sky Media campaigns.It will launch with capability across AdSmart and Video On Demand platforms and allow for inclusion of third-party verified MOAT video score data.
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.”
Usage of Sky Analytics at launch will focus on two areas: AdSmart and On Demand.
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.
Stefan Jansen, video director at Mindshare, a Sky Media customer, said: “The roll-out of Sky Analytics now means that our teams at Mindshare can quickly log in to see the performance of our campaigns. The inclusion of MOAT viewability metrics gives us confidence in the quality of the video impressions that Sky’s platforms provide. We’ll continue to work closely with Sky to develop data-led targeting and reporting capabilities for our clients.”
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