Sky Media bolsters team as new tech deployed

Sky Media, the media sales arm of BSkyB, has created the new role of head of brand strategy as it introduces innovations such as the targeted AdSmart ad-serving proposition.

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Sky Media has recruited the former IDS sales house insight chief Andrew McIntosh for the position. He was previously research director at UKTV sales house IDS, where he was responsible for communications strategy, trade marketing and insight.

AdSmart technology has allowed Sky to serve targeted ads to viewers via the Sky Player and will be fully rolled out across TV sets in the coming year. Sky is also working on content recommendation and other interactive offerings for its subscribers.

McIntosh reports to Jeremy Tester, director of brand strategy and communications. Tester says: “Andrew will bring a valuable skillset to Sky Media as propositions like Sky IQ and Sky AdSmart begin to shape and differentiate our brand.”

Sky Media recently agreed its first product placement deal. The agreement was with Microsoft for the Kinect Sports X Box 360 game to appear in sports panel show A League Of Their Own.

Virgin Media closed IDS at the end of last year when ad sales for UKTV where handed to Channel 4’s sales team.

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