Sky Media, perhaps more than any other video sales house today, is demonstrating how the television industry can make itself indispensable to advertisers – and go toe-to-toe with the digital giants when providing a holistic view of cross-platform consumers. The company has gradually been creating what could turn out to be the perfect blend of mass-reach, high-quality context, brand safety, granular targeting, multiscreen exposure, TV/digital unification, automation and ROI analysis. In the process, the sales house has moved itself up the value-chain. As Jamie West, Deputy MD and Group Director of Advanced Advertising at Sky Media, reveals, conversations with brands and agencies are less about transactions today and more about strategy.
Source : Sky Media shows how TV can become indispensable to cross-platform advertisers | Videonet
