Sky to launch contextual targeting ads and beef up viewing panel

Sky to launch contextual targeting ads and beef up viewing panel

Sky will begin trialling “contextual targeting” ads next year in which brands can place spots against particular content details that are common across shows.

The pay-TV broadcaster’s commercial arm Sky Media announced several updates to ad formats and data innovations at its upfronts in London on 1 December.

New ad formats

Contextual Targeting: For the first time across thousands of hours of content advertisers will be able to align ad placement using granular-level details within shows. The data for this has been formed using “advanced artificial intelligence” to scan written, audio and visual material, Sky Media said.

So far, over 5,000 pieces of video-on-demand (VOD) content have been scanned and tagged against the IAB content taxonomy. Each tag includes a sentiment score to identify positive and negative moments that brands can target.

Advertiser tests will start in 2024, Sky Media said.

Voice Ads: Sky is developing advertising opportunities in which a user can give voice commands via their remote control or the Sky Glass TV set during an ad, after they are given an on-screen prompt. The user is then taken to a page dedicated to the advertiser, hosted in the interface.

Sky Media revealed that, in the last year, voice searches on Sky have risen five-fold (400%).

Sky Live / Video Booth: Sky Live, the new interactive camera for Sky Glass, is opening it up to advertisers, starting with Video Booth which allows brands to create custom branded filters for users to interact in an immersive and playful environment.

Data innovations

‘World-leading’ viewing panel: Sky Media is scaling its household viewing panel from three million to four million, as advertisers demand more quality and granular data.

This would provide, Sky Media said, increased match rates and more viewing information across all UK TV channels. The panel will include the newer viewing platforms Sky Glass and Sky Stream, the streaming stick Sky launched last year.

‘CFO friendly’ advertising effectiveness tool: Sky Media said it has used over 10 years of campaign effectiveness learnings to build an interactive, tool to help agencies and advertisers make more efficient and more effective campaigns.

AdSmart ‘eco-conscious’ attributes: There are new “eco-conscious attributes” for AdSmart, Sky’s addressable ads service.

These will allow advertisers to reach audiences that value environmental factors, including climate change, pollution and recycling. Advertisers will also be able to identify individuals that are more likely to consider social matters such as community and human capital concerns, as well as governance issues including workplace ethics.

Digital partnerships

TikTok Pulse: As announced last week, Sky Sports is the first UK partner of TikTok Pulse, a contextual advertising solution on the social platform which allows agencies and advertisers access directly through Sky Media.

New Digital partners: Sky Media are building more reach through digital partnerships in the entertainment, lifestyle and kids space, in addition to sport and news. Advertisers will get access to content from Fremantle (Britain’s Got Talent), Global (Heart, Capital) LadBible and Joe Media.

Sky Media Generation Arts Project

Sky Media also announced it would offer up to £1m in media value for brands, agencies and organisations that to support youth involvement in arts subjects.

After Covid-19 lockdowns and high inflation in the UK, more schools haven’t been able to afford support in arts subjects, Sky Media said. In the last 10 years enrolment in arts GCSEs has fallen by 40% and the number of arts teachers has “plummeted”, it warned,

Karin Seymour, Sky Media’s director of client and marketing, said: “We want to see brilliant content ideas that support the next generation of artists and engage the next generation of arts lovers. So whether it’s about encouraging more young people to read or draw; or making the arts fun and accessible; or shining a light on young talent, we want your help to keep creativity alive.”




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