ThinkAnalytics appoints ex-Sky exec as advertising chief

Content discovery and viewer analytics specialist ThinkAnalytics has appointed Sky veteran and data and analytics expert Tony Mooney as SVP, advertising.

Tony Mooney

Mooney will head up the firm’s ThinkAdvertising business, helping pay TV and OTT providers maximise their ad inventory across broadcast and streamed TV and generate new revenue streams from advertisers running targeted campaigns.

Mooney served as managing director, insight and decision science at Sky from 2010-17, where he developed the pay TV operator’s customer data and customer intelligence capabilities. He also led the Sky IQ B2B business, providing advanced data capabilities for large advertisers.

On leaving Sky, Mooney set up DecisionBox to help multinational clients apply digital, analytics and decision science techniques to boost customer retention and acquisition, and grow revenues.

Available as a standalone solution or as part of the ThinkAnalytics product suite, the company’s hyper-targeted ad solution can be integrated with other ad-tech solutions and is designed to help video service providers generate new income by maximizing their ad inventory, according to the company.

“I joined the ThinkAnalytics team because I have known the company and its leading technology  for many years and I can see the potential to help pay-TV and OTT providers of all sizes join the addressable advertising revolution and generate additional income by maximising their ad inventory. Addressable advertising is about to go prime time as new solutions like ThinkAdvertising replicate the precision of hyper-targeted digital campaigns on TV screens, and offer an attractive alternative for advertisers concerned about the reputational and fraud risk in web campaigns,” said Mooney.

“Tony’s pioneering work at Sky make him the ideal person to advance our addressable advertising ambitions and help service providers unlock their treasure trove of subscriber data. His understanding of the complex and piecemeal nature of the adtech ecosystem will be invaluable as customers embark on their addressable advertising journey,” said Eddie Young, ThinkAnalytics chairman.