Sky Media reveals 'shoppable' and 'pause' ad formats in first upfronts

Campaign 30 Apr 2021 09:52

Sky is launching new ad formats, including a Netflix-style fixed display ad that appears when users pause live TV, the pay-TV broadcaster’s sales house announced at its first upfronts this week. 

The online “Beyond the screens” event was hosted by new managing director Tim Pearson with Sky Sports presenter Vicky Gomersall. Pearson joined Sky Media seven weeks ago from his previous role as OMD Group UK chief executive.

The event marked an apparent change in approach by Sky Media to be more publicly assertive in addressing brands and media agencies.

The sales house also mentioned without fanfare that it has created an “innovation council” made up of advertisers to discuss ad product ideas. Brands that commit to its top-tier ‘Now’ streaming partnership become members of this council and this gives them access to research and to influence and input on Sky's "development roadmap". These advertisers are also first to test and trial the innovations when they go live.

Much of the event’s content was a recap of Sky Media achievements in 2020, such as launching CFlight, the linear and video-on-demand measurement tool, and how its rivals ITV and Channel 4 will begin using CFlight from June. 

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Sky MediaTim Pearson
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