Sky Media Joins Amazon Ads to Expand UK and Ireland Streaming Inventory

Sky Media and Amazon Ads Partner to Expand Streaming Ad Access in UK and Ireland

Sky Media and Amazon Ads have partnered to make Sky’s streaming inventory and audiences available to advertisers in the UK and Ireland through Amazon Ads Agent. The integration provides access to Sky’s entertainment, drama, live sport, and news content across platforms like Sky Go, NOW, Sky Glass, Sky Q, and Sky Stream.

Addressing Industry Fragmentation with Unified Ad Access

The collaboration aims to address that complexity, where 70 per cent of UK households have access to a SVoD service, according to Barb. Advertisers will gain access to Sky’s live sport offerings, including Premier League football, European and PGA tour golf, and Formula 1, as well as content from partners like HBO Max and Discovery+. Programmatic Guaranteed deals are available immediately, with Private Marketplace deals to follow.

Industry Reactions Highlight Streamlined Campaign Execution

Pippa Scaife, Director of Digital Advertising at Sky Media, stated the partnership reduces “complexity without compromising on quality.” She emphasized that advertisers now have “more choice in how they access Sky’s streaming inventory and trusted audiences.”

Melinda Clow, Head of Platforms & Technology at Omnicom Media UK, noted the integration helps “streamline access to high-quality video inventory and supports a more connected approach to campaign execution and insights for our clients”. Phil Christer, Managing Director UK at Amazon Ads, added the move “removes complexity from video planning and buying,” allowing brands to focus on connecting with the right audiences at the right moment.

Early Adoption by Major Media Group

As an early access partner for the integration, Omnicom Media has collaborated with several brands to integrate Sky Media into their streaming TV campaigns, enabling them to plan, execute, and evaluate across Sky’s inventory alongside their broader video investment – all through Amazon Ads.

What’s Next for Advertisers?

The partnership seeks to address that complexity as fragmentation in streaming grows. Advertisers can now use enhanced audience targeting via Sky’s own proprietary audience signals and access to inventory through Amazon Ads Agent, with Private Marketplace deals to follow through Amazon Ads Agent.

Sky Media and Amazon Ads Expand Streaming Access

• Sky Media and Amazon Ads now offer access to Sky’s streaming portfolio.
• 70 per cent of UK households have access to a SVoD service, according to Barb.
• Programmatic Guaranteed deals are available immediately, with Private Marketplace deals to follow.
• Omnicom Media has collaborated with several brands to integrate Sky Media into their streaming TV campaigns.