Sky Media launches second phase of programmatic rollout

Sky Media, the Sky pay TV group’s advertising sales arm, has launched the second phase of its move into programmatic selling of commercial space.

Sky Media launched a pilot programmatic programme earlier this year in partnership with Omnicom. The second phase of the project will see the pay TV outfit’s programmatic platform, Sky AVx – which stands for Audio Visual Exchange – expand the range of platfomrs and inventory available. Specifically, Sky AVx will enable buyers to buyers to purchase spots and make decisions in real-time on its own TV channels and video-on-demand assets in an automated way.

The initial phase of the project saw Omnicom purchase ads programmatically via Sky Go’s live stream. Omnicom was able to buy advertising space against its core audiences, within Sky Go’s live linear channels, including Sky 1, Sky Sports News and Sky Atlantic.

Sky said that the Sky Go live TV broadcast trial was the first phase on a roadmap that includes VOD, media partner extensions and in time, the full range of Sky’s broadcast platforms.

Sky said that the platform it has built in partnership with Videology is compliant with the guidelines issued by Clearcast, the joint venture set up by UK broadcasters to check advertising copy.

Graeme Hutcheson, director of digital and Sky AdSmart of Sky said: “Sky is on a journey to deliver a programmatic solution in the efficient, effective, measurable and brand safe environments advertisers demand – these first steps are significant and will allow real-time ad-decisions to be made in a live broadcast environment for the first time.”

Harriet Perry, general manager of Omnicom’s programmatic unit Accuen said: “For the first time, the UK market will be able to tap into the £5 billion [€5.7 billion] TV industry using programmatic technologies. This means that clients are now able to make more informed buying decisions, in real time, during live TV broadcasts. We’re thrilled to be Sky’s exclusive partner for the launch of Sky AVx and help to deliver programmatic TV, something that has been highly anticipated in the UK.”