Sky Media Partners with Amazon Ads to Simplify Streaming Advertising

Sky Media and Amazon Ads have teamed up to bring Sky’s streaming inventory to advertisers in the UK and Ireland through Amazon Ads Agent. This new integration allows advertisers to access Sky’s entertainment, drama, live sport, and news content across platforms like Sky Go, NOW, Sky Glass, Sky Q, and Sky Stream.

With 70% of UK households using a subscription video-on-demand (SVoD) service, planning and buying video ads has become increasingly complex. This partnership aims to simplify the process by offering advertisers access to Sky’s streaming portfolio, which includes Sky News, live sports like Premier League football and Formula 1, and content from partners like HBO Max, Discovery+, and TNT Sports. Advertisers can also use enhanced audience targeting via Sky’s proprietary audience signals.

Programmatic Guaranteed deals are now available, providing advertisers with reserved, guaranteed access to Sky’s premium inventory. Private Marketplace deals will follow through Amazon Ads Agent. Pippa Scaife, Director of Digital Advertising at Sky Media, emphasized the partnership’s role in reducing complexity while maintaining quality.

Omnicom Media, an early access partner, has already helped brands integrate Sky Media into their streaming TV campaigns. Melinda Clow, Head of Platforms & Technology at Omnicom Media UK, highlighted how the integration streamlines access to high-quality video inventory. Phil Christer, Managing Director UK at Amazon Ads, noted that the partnership simplifies video planning and buying, helping brands connect with audiences more effectively.