The chance for advertisers to be integrated into highly demanded and impactful broadband content for the first time.
The launch of the new content broadband application across Sky is one of the largest Sky as a company has under taken. Advertisers have the opportunity to stream content / play advertising messages through large media placements across the platform, while bumper ads can also be downloaded and ran as part of the stream. Over 50% of UK households now have a broadband connection and this service is the first of its kind in the UK to step into the realm of legal movie downloads with the backing of the major film studios. Live sports streams will feature from 2006.
To provide an advertiser an integrated highly impactful branding solution across a high profile product used in 100's of 1000's households.
The service is free to top tier Sky Sports and Sky Movies broadcast subscribers, while an element of the sports platform will remain free and for complete access to sport customers can pay £6.99 per month. Sky One is free to access for all Sky broadcast subscribers. Users will download the application from the Sky Broadband Marketing website onto their P.C. Through this interface users will have access to 1000’s of the latest movies including all the dvd extras, coverage across all the sports Sky transmits and Sky One programming (e.g. the new series of 24).
This is a brand new platform. Intel are the first sponsors of the complete service in November 2005 but many other advertisers from the entertainment sector and automotive sectors in particular have expressed interest.
This is probably the first high profile example of T.V. and internet convergence and an advertiser had the opportunity to explore marketing opportunities which exist for the first time. Aside form the streaming opportunities with advertising placements, it is possible to shape content to be beneficial to the advertiser. For example for Nike it would be possible to create a Nike channel within the sport part of the platform featuring Nike personalities e.g. Thierry Henry etc and with movies the creation of a preview channel or a teen movie strand for Oxy etc.