Virgin Media is on course to start trialling its new addressable advertising offering by Q4 of 2019, according to Pat Kiely, Managing Director of Virgin Media Television.
Using Sky’s AdSmart technology, Virgin Media Television will be offer advertisers targeted advertising via the Virgin platform. AdSmart enables different ads to be shown to households watching the same programme. This gives advertisers and brands the ability to tailor their campaigns to specific audiences and locations in an intelligent and trusted way, according to Kiely.
Speaking at the Connected TV World Summit in London this week, Kiely said, “this is a very exciting time as we count down to the launch of the next generation of television advertising across our network. Our partnership with Sky will ensure that television advertisers, new and old, will have access to an extended reach of 30m targetable TV viewers in the UK. AdSmart is truly a game changer for our industry and we’re delighted to play our part by adding scale and building on its current momentum. I’m also delighted to confirm that our free-to-air channels in Ireland are almost ready to go live. With Virgin Media TV now representing the biggest share of commercial impacts in Ireland, this is a major breakthrough. When added to the Sky advertising portfolio, AdSmart will be accessible across 60% of commercial viewership in Ireland.”