Regional publisher Johnston Press has struck a three-year deal with Sky to sell targeted TV adverts via the satellite broadcaster.
The move will see the regional publisher sell TV ad slots to clients using Sky’s AdSmart system, which allows tailored adverts to be shown to households based on their location and profile.
The deal follows a successful trial of the system by JP which was announced in May last year at the same time the publisher unveiled a refinancing package, which saw Sky invest in £5m of new shares being issued.
AdSmart was was initially trialled by the regional publisher in two markets – Nottingham, Derby and Sheffield, and Milton Keynes, Northampton and Peterborough.
The new three-year deal will see this rolled out across all the publisher’s newspaper titles in the UK.
JP chief executive Ashley Highfield, pictured above, said: “That Sky has cemented this partnership by agreeing to a new three-year deal is testament to the strength of the relationships we have with small and medium-sized businesses across our regions and the powerful product Sky AdSmart is.
“Being able to now offer customers across our portfolio the chance to advertise on television to a local, relevant Sky audience is a hugely attractive proposition and further enhances our attractive multimedia advertising offering.”
The deal will see the publisher’s advertising staff work with Sky’s AdSmart team to identify businesses which may wish to run TV advertising campaigns within local markets.
Sky says more than 500 advertisers have run more than 2,000 campaigns since it launched AdSmart last January and many of these are new to Sky or to TV advertising.
Jamie West, deputy managing director of Sky Media, said: “Sky AdSmart has been a phenomenal success since its launch with hundreds of local businesses benefiting from the unrivalled power of TV advertising.
“Together with Johnston Press we’re pleased to be able to open up this opportunity to more and more small and medium-sized businesses.”