Following the launch of New Zealand’s first Subscription Video on Demand (SVOD) advertising platform on Neon earlier this year, Sky has now launched digital advertising on its premium sports streaming platform, Sky Sport Now.
With 51.3 million annual streams and content across an average of 35 sporting codes, Sky Sport Now offers advertisers the opportunity to engage audiences with data-driven targeting and optimised campaigns, maintained within a premium environment.
Lauren Quaintance, Sky’s Chief Media and Data Officer, says: “The launch of digital advertising on Sky Sport Now welcomes advertisers to Sky’s highly engaged live sport audiences on this platform for the first time. It’s widely understood that brands need at least 2.5 seconds of attention for ads to make an impact, and a recent study by Amplified Intelligence found Sky’s Video on Demand (VOD) content delivers an impressive 13.8 seconds of active attention on 30-second ads on average. Within that, live sport delivered 34% higher active ad attention than other content, placing live sport on Sky VOD amongst the highest active attention Amplified Intelligence has seen across all TV and video platforms they have measured globally. There’s simply nothing like it for delivering engaged audiences and active attention to advertising.”
Ben Gibb, Sky’s Head of Sales, adds: “After the successful launch of advertising on Neon earlier this year, we’re proud to offer New Zealand’s second SVOD advertising solution with Sky Sport Now. With all the live sport that Kiwis love in one place and scalable live sport audiences finally available to local digital advertisers, we’ve already seen strong interest from clients eager to get involved, and we’re incredibly grateful for the support from agencies and advertisers.”