Sky Media has chosen Yospace, a specialist in multi-screen ad delivery, to provide a “dynamic ad replacement solution” for Sky Go, the broadcaster’s online and on-demand service.
In addition to enabling dynamic ad serving on Sky Go Linear for the first time, Sky is now also able to reproduce the key targeting benefits of its Sky AdSmart technology across connected devices.
The move means advertisers will be able to overlay ads aimed at selected audiences with the Yospace technology able to “splice” replacement advertisements in such a way that the viewer is “unable to distinguish replaced content from the underlying stream”.
Although Sky does not issue total user figures for Sky Go, it numbers in the millions and is part of Sky Media’s wider portfolio of channels that reaches around 50m people, on average, in the UK each week.
“The enablement of dynamic ad serving in Sky Go Linear, and the ability to extend Sky AdSmart on Sky Go marks a big leap forward for both advertisers and viewers,” said Jamie West, deputy managing director of Sky Media.
“We wanted to provide a seamless viewing experience, but also consider Sky Go viewers’ more personalised relationships with their TV content. With these aspirations in mind, it became clear very quickly that Yospace’s platform was the most innovative and technically robust.”
Tim Sewell, CEO of Yospace, added: “Sky is the market leader, not just in terms of audience but in innovation in services and features too, and Yospace is delighted to be adding them to our growing list of broadcast customers.
“Our dynamic advertisement replacement technology allows tailored adverts to be fully personalised, delivering view-through rates in excess of 98%. When applied to Sky Go, whose audience is measured in millions, we anticipate substantial benefits for both viewers and advertisers.”
