Sky’s advertising sales arm, Sky Media is set to join Planet V, a broadcaster video-on-demand advertising platform run by ITV for an initial trial period.
Sky Media will the use the platform for its on-demand content, enabling agencies and advertisers to plan and buy campaigns across its portfolio using the self-serve platform later this year.
Through Planet V, currently the UK’s second largest video advertising buying platform after Google, advertisers will now be offered a single point of entry to plan and buy campaigns across ITV, Sky and STV.
“I’m delighted to be welcoming Sky onto Planet V – an addressable platform designed and built for TV. We’re bringing efficiencies and targeting benefits to our buyers and advertisers, as well as ensuring our own businesses are at the forefront of the rapidly developing programmatic advertising sector,” ITV commercial managing director, Kelly Williams, said.
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“As the media landscape becomes increasingly fragmented and complicated, working together will become more and more important, and this new collaboration is the next step in deepening our partnership as we build on C-Flight’s success.”
Sky will additionally be given a bespoke merchandising area for its own inventory, enabling it to maintain control over all aspects of its sales on Planet V, whilst giving buyers and advertising the ease of only needing to use one platform.
Sky Media managing director, Brett Aumuller, added: “Alongside the rest of the TV industry, we have a strong heritage of collaboration, promoting and protecting our brand safe and trusted credentials.
“Sky and our partner channels have an amazing selection of on demand programming for brands to tap into, using Planet V we hope it makes it easier for brands to add this great content to their campaigns.”
