Sky’s advertising arm has revealed plans for a 4 million household viewing panel, an enhanced digital proposition, Voice Ads, Sky Live Video Booth and Contextual Targeting.
Sky Media Managing Director Brett Aumuller announced the plans at a presentation at the ‘Frameless’ interactive gallery in Marble Arch, London.
The broadcaster is increasing the size of its viewing panel from 3 million homes to 4 million. It says this will allow for increased match rates and more viewing information across all UK TV channels and includes new viewing platforms including Sky Glass and Sky Stream.
Advertising tests on Contextual Targeting will begin early in 2024. Advertisers using the format will be able to align ad placement using granular lever context formed using written, audio and visual meta data created using advanced AI. Over 5,000 pieces of VOD content have been scanned and tagged against the content taxonomy from the IAB. Each tag uniquely includes a sentiment score to identify positive and negative moments for advertisers to align their messages with.
Sky is also developing advertising opportunities where a user can give voice commands via remote or Sky Glass during an ad, signalled by an on-screen prompt. It’s after voice searches on Sky increased by 400% over the last year. Starting with Video Booth which allows brands to create custom branded filters for users to interact in an “immersive and playful environment”.
Sky Media represents over 130 channels including all of Sky’s channels and sites including Sky Sports, Sky News, Sky Max, Sky Showcase, Sky Cinema, Sky Arts, Sky Atlantic, Sky Crime, Sky Comedy, Sky Witness, Sky Nature, Sky Documentaries and Sky HISTORY. Sky Media also sells on behalf of a range of broadcasters including Paramount (Channel 5, MTV, Comedy Central), Warner Bros. Discovery, GREAT!, A+E Networks, AMC Networks and BT Sport.
Source: https://www.broadbandtvnews.com/2023/12/04/sky-unveils-4-million-household-viewing-panel/