Sky Media and Amazon Ads Partner to Simplify Streaming TV Buying

Sky Media and Amazon Ads announced that Sky’s streaming inventory and audiences are now available to advertisers in the UK and Ireland through Amazon Ads Agent. The integration gives brands access to genre-spanning inventory across entertainment, drama, live sport, and news on channels and shows via Sky Go, NOW, Sky Glass, Sky Q, and Sky Stream.

Amazon Ads Integrates Sky Streaming Portfolio for Advertisers

According to Barb data cited in the reporting, 70 per cent of UK households have access to a subscription video-on-demand service, creating a fragmented viewing experience across multiple devices. The partnership addresses this by bringing Sky’s streaming portfolio into Amazon Ads. Advertisers can now reach audiences on Sky News and across live sports offerings including Premier League football, European and PGA tour golf, world darts, and Formula 1.

The connection also grants access to content from Sky Media partners such as HBO Max, Discovery+, and TNT Sports. Campaigns can incorporate Sky’s proprietary audience signals for enhanced targeting. Programmatic Guaranteed deals are available immediately to provide reserved, guaranteed access to Sky inventory, while Private Marketplace deals will follow through Amazon Ads Agent.

Industry Response From Sky Media and Amazon Ads Executives

Pippa Scaife, Director of Digital Advertising at Sky Media, noted the industry-wide focus on video fragmentation.

As ‘fragmentation’ continues to be the most used word in our industry, it’s becoming evident that the future will be defined by reducing complexity without compromising on quality.

Pippa Scaife, Sky Media

Scaife added that the partnership uses Amazon technology to give advertisers more choice while maintaining Sky's trusted environments.

Phil Christer, Managing Director UK at Amazon Ads, emphasized the goal of streamlining video buys.

By removing complexity from video planning and buying, we’re making it easier for brands to focus on what matters most: connecting with the right audiences at the right moment.

Phil Christer, Amazon Ads

Christer noted that the integration provides a new channel for brands to reach recognized media properties.

Omnicom Media Early Access Campaigns

Omnicom Media participated as an early access partner for the integration, deploying campaigns for several brands across Sky inventory. Melinda Clow, Head of Platforms & Technology at Omnicom Media UK, described the operational impact for clients.

The integration between Sky Media and Amazon Ads helps streamline access to high-quality video inventory and supports a more connected approach to campaign execution and insights for our clients.

Melinda Clow, Omnicom Media UK

Clow highlighted that advertisers seek connected solutions for advanced audience targeting, decisioning, and measurement as the streaming ecosystem evolves.