Tuesday 25 June 2019

Sky targets new advertisers with funding for tailored ad product

 

Sky is aiming for another ratings hit with the latest series of Riviera, the brainchild of former U2 manager Paul McGuinness
Sky is aiming for another ratings hit with the latest series of Riviera, the brainchild of former U2 manager Paul McGuinness
Samantha McCaughren

Samantha McCaughren

Sky is hoping to lure in dozens of advertisers to television for the first time with new funding for its AdSmart product.

The media company has set aside a €250,000 investment pot to allow SMEs to make ads for the AdSmart service, which targets specific audiences.

It sees an opportunity for local advertisers through its ability to offer county-by-county television advertising.

AdSmart has been available on Sky's own channels on the Sky platform since May 2017. Later this year the service will also be available on Virgin Media channels and platform.

To date some 55 advertisers have used the service in Ireland, covering 160 campaigns. According to Malcolm Murray, sales director of Sky Media, 43pc of those advertisers have been new to television advertising.

Unlike with traditional television commercials, clients do not have to hope that viewers see the adverts - Sky can ensure the targeted ads are aired when the desired audience is watching the platform. However, programmes with big viewership figures obviously provide an opportunity for advertisers.

Among the shows which are expected to score well in Ireland this year is the new series of Riviera, starring Julia Stiles, which is the brainchild of former U2 manager Paul McGuinness.

Director Neil Jordan previously complained that the episodes he wrote for series one were later changed despite his objections but the show attracted strong audience numbers. The new series will air in May.

Sunday Indo Business

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