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Sky Media invests £500k to connect small businesses with TV viewers via its AdSmart network

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By John McCarthy, Opinion Editor

October 15, 2015 | 2 min read

Sky Media has launched a production fund worth half a million pounds to help fledgling businesses and niche brands advertise on channels including Sky1, Sky Atlantic and Sky Sports.

With the fund, the advertising division anticipates contributing towards 100 ad targeted campaigns, although it has stressed the aid will come on a “first come, first served” basis. In addition to the obvious financial aid, Sky Media will help connect brands with suitable production houses.

Jamie West, deputy managing director of Sky Media, said: “TV advertising generates higher sales and brand awareness than any other form of advertising. The production fund means we can help even more companies join the over 500 advertisers who have used Sky AdSmart so far.

West claimed that AdSmart “has made television more accessible for niche and growing brands”, adding that 70 per cent of the advertisers who use it are “either new to TV or new to Sky”.

The tool enables brands with a smaller media fund to target customers based upon attributes such as lifestyle, life stage and location – with a total of 400 consumer variations available.

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