Sky Media joins ITV’s Planet V trial

UK broadcasters ITV and Sky have revealed Sky’s advertising sales arm, Sky Media will join ITV`’s broadcaster VOD advertising platform Planet V for a trial period.

Sky Media will use Planet V for its on-demand content, with agencies and advertisers expected to be able to plan and buy campaigns on Sky’s portfolio of channels using the self-serve platform later this year.

Sky Media follows Scottish broadcaster STV, which joined Planet V in January.

Planet V’s clients and agencies have the opportunity of a single point of entry to plan and buy campaigns across ITV, Sky and STV.

Per the agreement Sky will have a merchandising area for their own inventory, ensuring the pubcaster will continue to maintain control over all aspects of their sales on Planet V, while buyers can use a single platform for planning and buying on demand content.

“We’re bringing efficiencies and targeting benefits to our buyers and advertisers, as well as ensuring our own businesses are at the forefront of the rapidly developing programmatic advertising sector,” ITV Commercial managing director, Kelly Williams. “As the media landscape becomes increasingly fragmented and complicated, working together will become more and more important, and this new collaboration is the next step in deepening our partnership as we build on C-Flight’s success.”

Brett Aumuller, managing director, Sky Media added, “Alongside the rest of the TV industry, we have a strong heritage of collaboration, promoting and protecting our brand safe and trusted credentials. Sky and our partner channels have an amazing selection of on demand programming for brands to tap into, using Planet V we hope it makes it easier for brands to add this great content to their campaigns.”