Sky Media has become the first UK digital advertising publisher to be able to report off-platform distributed video in a move designed to bring greater transparency to the industry.
Hailed as a leading example of an organisation using third-party platforms to increase reach, Sky’s development measures the additional audience they reach through video content shared on third-party websites within the ‘Sky Publisher Player’ (SPP) network.
Data from the first month of measurement showed that SPP successfully increased the audience of Sky Sports by 16%, reaching a total of 9 million UK adults.
The development marks a significant improvement in online measurement standards, where previously, online measurement only covered video content shared on platforms owned and operated by media owners.
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As media owners continue to adapt their online distribution strategy to serve digital advertising across social media and third-party platforms, there is a growing need for measurements to offer solutions that provide robust and trusted reporting.
“As our digital platforms evolves at pace, it’s important to be able to capture the full reach and impact of advertising in a single, simplified view,” Sky Media director of digital advertising, Graeme Hutcheson.
“Collaborating and innovating with UKOM and IPSOS for trusted industry measurement, means advertisers can now see the full impact of our market leading proposition helping them make better, more informed decisions.”
UKOM CEO, Ian Dowds, added: “We think the whole industry will welcome this important and exciting development from Sky and UKOM-governed Ipsos iris.
“It shows that Ipsos iris data brings additional answers in the search for accountability of investment, allowing media owners and advertisers to learn how the online viewing landscape is evolving.”
Ipsos iris head, James Oates, concluded: “I am delighted that Ipsos iris is expanding our industry-endorsed measurement with additional video coverage, which reflects where and how the UK online population consumes video content. This is a huge development for Sky and the industry and will drive improved strategic planning for media owners and agencies alike.”
