Sky has struck deals with Vodafone and T-Mobile to enable it to sell advertising around its services, on the operators’ mobile content portals. The news provider will also sell advertising space on its own pages.
The development gives advertisers the opportunity to place ads around Sky’s mobile content, specifically Sky Sports, Sky News and the Football365 mobile portfolio.
Sky uses ad in motion technology, through which it offers targeted advertising based on users’ browsing behaviour and geographical location.
Sky’s mobile advertising activities will be led by the company’s head of mobile advertising, Tim Hussain. He said: ‘By expanding our range of advertising opportunities to include mobile, we are now able to offer advertisers the seamless brand experience across the three principle platforms through which we know our customers now consume content.’
Fiat and Adidas are the first advertisers to use the new platform.
‘As a very personal screen, mobile also brings with it the opportunity to offer some really valuable functionality around personalisation and location-based services, which we look forward to working with network operators and brands to exploit.’
Sky currently offers mobile content to all the major UK mobile phone networks and claims to be the largest commercial provider of news and sports content in the UK. It also claims that its content reaches more than seven million unique users each month.