ADSL Broadband
Best Broadband
Cable Broadband
Free Broadband
Fastest Broadband
20Mb Broadband
50Mb Broadband
Fibre-Optic Broadband
Sky comments on targeted advertising
Friday 18th September 2009, by Daniel King
Sky has commented on how it is using its various broadband-enabled technologies to deliver advertising that is targeted and tailored to the individual needs of its subscribers.
A spokesman for the firm, which provides a host of bundled television, internet and telephone packages, told visitors to a recent Westminster Media Forum event that it was important to address the public by their interests.
During the keynote seminar, entitled The Future of Advertising, managing director of Sky Media at BSkyB Nick Milligan said separating what marketers and the average consumer require is essential.
He explained that modern TV and content viewing has allowed for improved measurement of how people interact with various forms of media - both online and broadcast through more traditional means.
"Better-addressed advertising is not only more efficient," Mr Milligan advised, "it is more warmly received by audiences."
"Our mission is to provide advertising which is relevant," he added.
The spokesman went on to say that recent research showing red button activity on Sky packages has viewers engaged for over two minutes shows "the right brand can reach the right audience at the right time" rather than being "an irritant" or "interruption" to the subscriber.
As part of the Westminster Media Forum Keynote Seminar: The Future of Advertising, subjects such as internet protocol television, viral marketing and social networking were discussed by a host of industry experts.
Research published in August by Deloitte and YouGov for the Media Guardian Edinburgh International Television Festival showed TV advertising remains the most powerful channel for marketing content.
Categories: Broadband Products, Sky
