UK pay-TV platforms Sky and Virgin Media have formed a strategic partnership that they say will enable businesses both big and small to benefit further from advanced TV advertising across both Virgin TV and Sky platforms. Advertisers will be able to target a potential audience over time of more than 30 million viewers, putting it on par with leading social networks.

The pair say that by using market-leading targeting technology, underpinned by in-depth customer data, the partnership will transform the scale of addressable TV advertising in the UK and Ireland, giving brands the ability to target audiences whilst utilising the attractive, quality, trusted, and brand safe environment of TV.

The partnership covers both targeted linear and video on demand (VoD) TV advertising, with Virgin Media making use of technology developed by parent company, Liberty Global, as well as Sky’s Sky AdSmart. The deal also ensures as targeted TV expands onto new platforms that there are consistent capabilities, currencies and targeting, which is hugely beneficial to clients.

Virgin Media’s Pat Kiely and Sky Media’s Jamie West will be leading the development of the strategic partnership.

Both parties intend that additional sales houses and channels will benefit from AdSmart technology over time.

“Quality programming deserves to be supported with quality advertising,” commented Virgin Media’s Chief Executive Tom Mockridge. “In partnering with Sky we’re putting the UK and Ireland at the forefront of TV advertising innovation. We’re giving consumers advertising that is more relevant to them and giving brands a trusted destination to deliver intelligent, tailored TV campaigns to a targeted audience.”

“Addressable TV is the high-quality, brand-safe and transparent medium that leading brands have already been adopting in their thousands,” noted Andrew Griffith, Sky’s Group Chief Operating Office. “Today’s partnership takes that to the next level with the extension of AdSmart to millions more homes meaning more relevant ads for Virgin customers and a larger platform for advertisers.”

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By Expat