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Sky and Virgin Media announce strategic partnership to accelerate brand-safe targeted TV advertising

Sky and Virgin Media today announce a strategic partnership for targeted TV advertising

  • Partnership to give access to more than 30 million targetable TV viewers in the UK and Ireland
  • More impactful targeted TV ad campaigns, underpinned by intelligent data
  • Transparent, brand safe environments and trusted measurement for advertisers

Sky and Virgin Media today announce 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.

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.

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 AdSmart. The deal also ensures as targeted TV expands onto new platforms that there are consistent capabilities, currencies and targeting, which is hugely beneficial to clients.

Virgin Media’s Pat Kiely and Sky Media’s Jamie West will be leading the development of the strategic partnership.

Both parties intend that additional sales houses and channels will benefit from AdSmart technology over time.

Virgin Media Solutions Executive Lead and MD TV3, Pat Kiely commented:

“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.”


Jamie West, Sky’s Group Director of Advanced Advertising commented:

“TV remains the most effective and trusted advertising medium there is and continues to innovate at pace. 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.”

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