Sky and Johnston Press have extended their strategic regional advertising partnership for another three years.
Last year Sky Media made its targeted TV ad product, Sky AdSmart, available to the regional publisher’s sales network in two of its local markets – the first covering Nottingham, Derby and Sheffield, and the second Milton Keynes, Northampton and Peterborough.
Now, following a successful 12-month trial, Sky AdSmart, which tailors what is shown in TV ad breaks according to a household’s location and profile, is to roll out across Johnston Press’ national footprint – which stretches from northern Scotland to the south coast of England.
Since launch 18 months ago, 500 advertisers have run more than 2,000 individual campaigns using AdSmart, creating more than two billion impressions.
While currently only available for linear broadcast, Sky is looking to roll out AdSmart onto its on-demand services soon – and on Sky Go linear by the end of 2015.
“That Sky has cemented this partnership by agreeing to a new three-year deal is testament to the strength of the relationships we have with small and medium-sized businesses across our regions and the powerful product Sky AdSmart is,” said Johnston Press CEO Ashely Highfield.
“Being able to now offer customers across our portfolio the chance to advertise on television to a local, relevant Sky audience is a hugely attractive proposition and further enhances our attractive multimedia advertising offering.”
Jamie West, deputy managing director of Sky Media, added: “Sky AdSmart has been a phenomenal success since its launch with hundreds of local businesses benefiting from the unrivalled power of TV advertising.
“Together with Johnston Press we’re pleased to be able to open up this opportunity to more and more small and medium-sized businesses.”
Speaking at 2015’s Connected Consumer Conference in June, West also confirmed that the broadcaster is ready to open up the technology to others and has been in conversation with a number of public service broadcasters.
AdSmart will also be opening up to Viacom channels – and ultimately Channel 5 – in the coming months.
