Watch: Sky increases investment in digital

Sky is investing more in online and social media, but still believes strongly in traditional media such as TV and outdoor, according to its director of media, Andrew Mortimer.

Speaking on a panel at Advertising Week Europe, organised by Sky, Mortimer said Europe’s biggest pay-TV company spent about £275 million a year in the UK on advertising and was increasingly targeting consumers through what he called addressable, or personalised, ads.

He gave the example of Sky Sports’ start of the season ad, featuring Thierry Henry, which debuted on Facebook and got about 18 million video views.

Mortimer said Sky is able to use data to target and measure the success of its campaigns not only online but also in traditional media as it learns more about its 12 million UK customers.

Sky can "layer" its own user data with the online and social media accounts of about 8 million of its customers.

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