Sky extends deal with Outbrain to increase mobile performance
Sky has extended its existing deal with native advertising firm Outbrain to become the first UK brand to use its mobile services to increase performance across its apps.
The two-year deal will enable Sky to optimise performance in its Sky News and Sky Sports apps, while Sky Sports, TEAMtalk and Football365 will continue to use Outbrain’s Amplify service.
Nick Herm, chief operating officer, at Sky News, said: “The ability to drive significant revenue growth while maintaining the editorial integrity associated with our brand was a crucial element behind continuing our partnership with Outbrain.
“This will help deliver a stronger return on our digital investment to date and allow us to re-invest in improving the services that we offer to users.”
The deal comes as the football season kicks off, and in the three weeks of the campaign in July it prompted one million clicks and “promising commercial results”.
Stephanie Himoff, UK managing director of Outbrain, said the firm was responding to the increasingly mobile landscape.
“Content discovery is now a booming marketplace as brands start to realise its true potential and native continues its ascent.
“In 2014, we saw mobile internet pass 50 per cent of total time online. Outbrain is central to this movement and innovative multimedia partners such as Sky allow us to push the boundaries of new ideas and deliver what audiences crave in a way that fits seamlessly with publisher’s sites.”
Outbrain is known for its content recommendation services which run across premium publishers including the Guardian, the Telegraph and CNN.
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