Sky and Virgin Media announce advertising tie-up as they seek to challenge Google and Facebook

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Sky and Virgin Media believe they can offer brands an audience of 30m (Source: Getty)

Sky and Virgin Media have announced a new commercial tie-up, offering advertisers the chance to reach an audience of more than 30m.

Announcing the tie-up this morning, Sky said the deal would put the companies’ reach “on a par with leading social networks”.

The tie-up will be seen as a challenge to the likes of Google and Facebook, the “duopoly” which dominate the advertising market.

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Sky said that the partnership with Liberty Global-owned Virgin Media would offer brands “the ability to target audiences whilst utilising the attractive, quality, trusted, and brand safe environment of TV”.

The agreement will cover targeted linear and video on demand TV advertising and make use of Liberty Global’s technology as well as Sky Adsmart.

Virgin Media’s chief executive Tom Mockridge said:

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Quality programming deserves to be supported with quality advertising. In partnering with Sky we’re putting the UK and Ireland at the forefront of TV advertising innovation.

We're giving consumers advertising that is more relevant to them and giving brands a trusted destination to deliver intelligent, tailored TV campaigns to a targeted audience.

Andrew Griffith, chief operating officer of Sky, said: “Addressable TV is the high quality, brand safe and transparent medium that leading brands have already been adopting in their thousands.”

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