February 16, 2021

New partnership to develop next-generation, cloud-based advertising sales inventory and revenue management system

THAMES DITTON, England, February 16, 2021 – Imagine Communications, which helps broadcasters and content owners monetize TV, has entered into an agreement with Sky Media, the advertising sales arm of Europe’s leading entertainment company, to transform the way that multiplatform media advertising is bought and sold. In a collaborative five-stage project, Imagine will work with Sky Media to evolve its existing, on-premises Landmark™ Sales application into a cloud-based, fully managed service for cross-platform campaign sales management, inventory optimization and adaptive audience fulfilment. This marks the latest chapter in the strong relationship between the companies, which has grown since 2007.

Central to the enterprising, multi-phased project is One Campaign, Sky Media’s new market-leading proposition that allows advertisers to buy a single campaign that is delivered and measured holistically across multiples platforms, including linear and on demand, and receive one invoice. The capability was successfully developed in 2020 and is now live.

Another critical element in Sky Media’s business-driving transformation is Imagine’s xG GamePlan™, a cloud-native booking optimizer that brings improved efficiency to audience-based campaigns to reach target goals with less inventory.  With xG GamePlan, Sky Media can plan even last-minute campaigns accurately and effectively, ensuring all opportunities are monetized without over-delivery. Finally, the project will see Landmark Sales transition from a standalone application to a next-generation cloud-based platform including modern, browser-based user interfaces.

By next year all of Sky Media’s ad management operations will be fully migrated to the cloud and operated by Imagine Managed Service, enabling Sky Media to reduce total cost of ownership as compared to an on-premises deployment and allow them to focus on their core business of providing viewers with great content and providing brands with great advertising opportunities.

“At Sky Media, we are always looking at how we can simplify the TV advertising market,” said John Litster, Managing Director of Sky Media. “One Campaign has only recently launched, but it is already proving to be a huge success in the market. It is transforming the way TV advertising is planned, measured, traded and managed by focusing on audiences, not platforms. We have enabled advertisers to reach and connect with the right audience whenever and wherever they watch ― in the knowledge it has the brand safety and high impact that only TV can provide. It will change the future of TV for the better, and in combination with other new tools such as xG GamePlan, it takes our capabilities to serve customers and manage our business to the next level.

“But we don’t want to stop there. Once the new cloud platform is fully rolled out in the UK, the logical next step will be to deploy it across our international footprint, enabling the Sky Media teams in every European territory to operate as a fully integrated hub from a single common platform.

“The team at Imagine are fantastic partners in enabling all of this change. We have achieved a lot together already, and while there is more to do, we are really excited about the future and the prospect of building an even stronger partnership with them.”

“Our vision for the future of ad tech is a comprehensive, cross-platform advertising planning and delivery platform that runs in the cloud, provides a modern, intuitive user experience, and is readily and seamlessly integrated into all the systems around it,” said Tom Cotney, CEO of Imagine Communications. “When we discussed this vision with Sky Media, they enthusiastically embraced it and were eager to work with us to bring it to life. This is a game-changer not just for Sky, but for all broadcasters and media businesses that need centralized, consolidated, cross-platform and highly efficient advertising technology.”

For more information about Imagine Communications’ products and solutions, please visit https://imaginecommunications.com


About Imagine Communications

Imagine Communications empowers the media and entertainment industry through transformative innovation. Broadcasters, networks, video service providers and enterprises around the world rely on our optimized, futureproof, multiscreen video and revenue enablement solutions every day to support their mission-critical operations. Today, nearly half of the world’s video channels traverse our products, and our software solutions drive close to a third of global ad revenue. Through continuous innovation, we are delivering the most advanced IP, cloud-enabled, software-defined network and workflow solutions in the industry. Visit imaginecommunications.com for more information, and follow us on Twitter @imagine_comms.

About Sky Media

Sky Media is the advertising sales arm of Sky, helping businesses of all shapes and sizes to grow. Through world-class premium content & channels, combined with market leading data-driven innovations like AdSmart, Sky Media gives brands access to audiences wherever they are, however they watch.

Reaching over 95% of the UK population, Sky Media represents over 130 channels including all of Sky’s quality channels and sites including Sky Sports, Sky News, Sky One, Sky Cinema, Sky Arts, Sky Atlantic, Sky Crime, Sky Comedy, Sky Witness, Sky Nature, Sky Documentaries and Sky HISTORY. Sky Media also sells on behalf of a range of renowned broadcasters including Viacom (Channel 5, MTV), BT Sport, Discovery, FOX, Sony, A+E Networks, AMC & Star TV.

As Europe’s leading direct-to-consumer media and entertainment company and owned by Comcast NBCUniversal, Sky Media has a truly global footprint. Whether local, national or international, new to TV, a startup looking to scale quickly or an established brand; Sky Media’s award-winning solutions deliver for brands.

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portatif of Steve Reynolds


Steve Reynolds

Steve Reynolds is President of Imagine Communications, a global leader in multiscreen video and ad management solutions that broadcasters, networks, video service providers and enterprises around the world rely on to support their mission-critical operations.

Steve brings 25 years of technology leadership in the video industry to Imagine Communications. He has served as the CTO at Imagine Communications and Harris Broadcast, Senior Vice President of Premises Technology at Comcast, Senior Vice President of Technology at OpenTV, and CTO at Intellocity USA.

Steve earned a MS in Computer Engineering from Widener University and BS in Computer Science from West Chester University. As the Chairman of the AIMS Alliance and a member of SMPTE and SCTE, he has participated in numerous standards-making bodies in the cable and digital video industries. Steve also holds over 40 patents relating to digital video, content security, interactive television and digital devices.