Following an initial test phase earlier in the year, Sky Media (the division which handles ad sales) is
now planning to offer an expanded inventory of ad spots for its live media purchasing platform
(AVx) – which allows savvy media buyers to buy advertising on TV: live, in real-time. Already
covering core audiences with Sky 1, Sky Atlantic and Sky Sports News, Sky Media is pushing to
include the entirety of its TV network and VOD content.
If Sky Media can deliver on the promise ‘to deliver a programmatic solution in the efficient,
effective, measurable and brand safe environments advertisers demand’, when it expands its
programmatic plans, it will create a very interesting landscape for media buying agencies.
For those with the intelligence and insight todynamically exploit these real-time buying opportunities,
TV advertising campaigns could be optimised with unprecedented accuracy.
The full roll-out will require the agreement of all involved media partners, but in the meantime,
developments in media buying technologies continue at pace, not least – here at Pace! We’re a
media buying advertising agency that already prides itself on making the most well-informed
buying decisions possible, and Sky Media looks set to enable acting on this intelligence with even