Sky and Johnston Press today announce that they have entered into a ground-breaking strategic regional advertising partnership. Under the terms of the agreement, Sky will make available its new product, Sky AdSmart local, to parts of Johnston Press’ extensive sales network. Already available in more than a fifth of UK households, Sky AdSmart tailors what is shown in TV ad breaks according to a household’s location and profile.
Johnston Press is the leading local media company in the UK and has a significant, established existing customer base of small and medium-sized enterprises. From June, local companies will be able to create and deliver powerful advertising campaigns that combine its extensive range of regional print titles and digital platforms with the use of Sky AdSmart local to create TV advertising focused on specific local markets.
Sky AdSmart has already been used by more than 100 advertisers since its launch. These include major national brands such as Tesco, Ocado and American Airlines but also local businesses who may have previously concluded advertising on TV wasn’t for them. Local advertisers who have already signed up include insurance group First Central, Wessex Garages, BMI Hospitals and the Hampshire Ford dealership, Hendy.
“Sky AdSmart local helps level the playing field for local businesses,” says Andrew Griffith, Sky’s Managing Director, Commercial Businesses. “They can now compete effectively with national brands, using the unique brand-building power of TV. Local companies can promote their products or service on any of Sky’s quality channels and be confident they are reaching their target audiences. We are looking forward to partnering with Johnston Press with its considerable experience of working alongside local communities and its market-leading role in building successful local digital media platforms.”