Channel 4's new digital arm to sell BT Sport advertising
Business -
03 Jan 2018
Channel 4, the UK free-to-air broadcaster, is to sell digital advertising for BT Sport, the pay-TV broadcaster, after creating a digital sales arm.
Advertising on BT Sport’s linear television channels is already sold by Channel 4, but the broadcaster has added a contract for the sale of advertising on BT Sport’s on-demand services across smartphones, tablets and PCs.
The new ‘4 Sales’ operation will “seek partnerships with broadcaster on-demand platforms, news content publishers and multi-channel networks giving them access to its unique first-party data and clout as the leading commercial broadcaster for digital sales.”
Jonathan Lewis, head of digital and partnership innovation at Channel 4, said: "BT Sport has arguably one of the most demanded premium dynamic ad inventory in the market with its exclusive Uefa Champions League coverage, 42 Premier League games, The Emirates FA Cup, and Premiership and European Rugby and we look forward to welcoming them and more partners on board in 2018.”
Lewis told the Financial Times that the BT Sport ad slots would be pooled alongside Channel 4’s own advertising windows.
He said: “We want this to be a place where media agencies and [advertising] clients can buy premium ad inventory at scale. Advertisers can buy Channel 4 inventory but also inventory from BT Sport across Premier League football and the Champions League.”
BT Sport teamed up with Google in 2016 on digital advertising sales across its website and app, but Channel 4 is looking to strengthen its own digital revenue growth and compete with USA-based internet giants.
Channel 4 recently joined forces with Germany’s ProSiebenSat.1, France’s TF1 and Italy’s Mediaset, three of Europe’s leading commercial broadcasters, taking a 25-per-cent stake in EBX, a new digital sales group.
Sportcal
Advertising on BT Sport’s linear television channels is already sold by Channel 4, but the broadcaster has added a contract for the sale of advertising on BT Sport’s on-demand services across smartphones, tablets and PCs.
The new ‘4 Sales’ operation will “seek partnerships with broadcaster on-demand platforms, news content publishers and multi-channel networks giving them access to its unique first-party data and clout as the leading commercial broadcaster for digital sales.”
Jonathan Lewis, head of digital and partnership innovation at Channel 4, said: "BT Sport has arguably one of the most demanded premium dynamic ad inventory in the market with its exclusive Uefa Champions League coverage, 42 Premier League games, The Emirates FA Cup, and Premiership and European Rugby and we look forward to welcoming them and more partners on board in 2018.”
Lewis told the Financial Times that the BT Sport ad slots would be pooled alongside Channel 4’s own advertising windows.
He said: “We want this to be a place where media agencies and [advertising] clients can buy premium ad inventory at scale. Advertisers can buy Channel 4 inventory but also inventory from BT Sport across Premier League football and the Champions League.”
BT Sport teamed up with Google in 2016 on digital advertising sales across its website and app, but Channel 4 is looking to strengthen its own digital revenue growth and compete with USA-based internet giants.
Channel 4 recently joined forces with Germany’s ProSiebenSat.1, France’s TF1 and Italy’s Mediaset, three of Europe’s leading commercial broadcasters, taking a 25-per-cent stake in EBX, a new digital sales group.
Sportcal
