Sky to develop mobile advertising framework with Ad Infuse

Sky is deploying Ad Infuse’s adInMotion platform to initially enable display advertising across Sky’s mobile content for users on any mobile device.

With a range of mobile sites and services which reach millions of unique users each month, Sky is seeking to provide advertisers with the opportunity to target this highly engaged audience across its leading mobile properties such as Sky Sports, 24-7 Football and Sky News as well as Sky’s mobile advertising network partners.

What?
I think that the adInMobile platform will enable targetted mobile advertising. So that users can be sent ads based on more than just what they watch- but also location and additional mobile Internet behaviour.

From the press release:

Tim Hussain, Head of Mobile Advertising, BSkyB, comments: “We selected Ad Infuse as they are a proven partner in helping content owners begin to open up the myriad opportunities offered through mobile advertising. We look forward to developing a range of ad models which we believe will offer advertisers real value.”

Brian Cowley, Ad Infuse’s CEO, adds: “By working with Ad Infuse, Sky is optimising the mobile content experience by delivering advertising that is relevant to individual users based on content, handset and network. Ad Infuse offers the ability to ad enable all mobile content such as video, TV, games, applications and messaging offering a future proofed solution for Sky and maximising the possibilities for advertisers today.”
What we think?
This isn’t new and services such as these are available – but I do like the Sky involvement. Mobile TV, mobile content, mobile advertising really needs this type of traction to take it to the next level.

I also like the push on this release for “mobile content experience” rather than the mobile advertising experience this is how it should be positioned as the content is essential in triggering strong mobile usage and interest.

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