Sky and Virgin Media have today announced a strategic partnership that will enable businesses both big and small to benefit further from advanced TV advertising across both Virgin TV and Sky platforms. Advertisers will be able to target a potential audience over time of more than 30 million viewers - putting it on par with leading social networks.

The partnership covers both targeted linear and video on demand (VOD) TV advertising, with Virgin Media making use of technology developed by parent company, Liberty Global, as well as Sky’s ground-breaking and award winning, Sky AdSmart. The deal also ensures as targeted TV expands onto new platforms that there are consistent capabilities, currencies and targeting.  

It is hoped that by using market-leading targeting technology, underpinned by in-depth customer data, the partnership will transform the scale of addressable TV advertising in the UK and Ireland, giving brands the ability to target audiences whilst utilising the attractive, quality, trusted, and brand safe environment of TV.

Commenting on the partnership, Virgin Media’s Chief Executive, Tom Mockridge said, "Quality programming deserves to be supported with quality advertising. In partnering with Sky we’re putting the UK and Ireland at the forefront of TV advertising innovation. We’re giving consumers advertising that is more relevant to them and giving brands a trusted destination to deliver intelligent, tailored TV campaigns to a targeted audience.”

Sky’s Group Chief Operating Officer, Andrew Griffith added, "Addressable TV is the high quality, brand safe and transparent medium that leading brands have already been adopting in their thousands. Today’s partnership takes that to the next level with the extension of AdSmart to millions more homes meaning more relevant ads for Virgin customers and a larger platform for advertisers."

Source: www.businessworld.ie