The multi-platform campaign, which is the first TV ad on UK screens, is fronted by Sky Sports talent Micah Richards and Natalie Pinkham, alongside McLaren Racing’s Lando Norris and Optimum Nutrition’s brand ambassador Lauren James.

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The move comes as the nutrition brand aims to expand its marketing strategy to harness the scale of TV and VOD platforms.

As a result, the partnership will help the nutrition brand continue to build awareness and visibility throughout a summer of sport, with the Paris 2024 Olympics and UEFA Euros taking place.

The partnership will run across linear, video-on-demand, short-form video-on-demand, and social channels.

Produced by Sky Media Commercial Productions, the campaign creative will also a feature 30-second Hero TVC, three 10-second Hero TVC’s, with two focusing on football and Formula 1.

The TVCs will play out across general airtime as well as Premier League, British Grand Prix – F1 Race Day, Grand Prix and The Open.

Sky Media Director of Client Marketing, Karin Seymour, said: “As we head into an incredibly exciting summer of sport, the timing couldn’t be better for Optimum Nutrition to make its TV debut in the UK. It’s great that we’re creating a deeper connection between sports fans and Optimum Nutrition by introducing the brand as Sky Sports’ official nutrition partner.”

Optimum Nutrition UK, Head of Brand, Will Klug, added: “For us, Sky Sports is the perfect partner – one that will give us access to the best selection of sports programming while providing an unbeatable combination of scale and relevance. Sky Sports viewers naturally align with our own customers and that’s what really excites us about this partnership.”

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Created in partnership with ad agency Recipe, the move showcases the brand’s promise to offer customers ‘Invaluable Advice’ throughout life’s journey.

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As a result, the creative will play across Sky Arts with 15” intros and 5” centre breaks and features SJP’s passion and expertise across several artistic disciplines, from dance, photography and music to fashion design and landscape painting.

Sky Media Director of Client and Marketing, Karin Seymour said: “TV is the perfect media platform for building trust at scale and Sky Arts is the perfect creative platform for St James’s Place to share its brand story and expertise with a diverse audience that has a myriad of interests.

“We look forward to building a long-lasting relationship with the brand and developing additional activation opportunities that are aligned with our shared purpose to secure the future – financial futures and the future of the arts.”

SJP Chief Corporate Affairs Officer, Liz Kelly, added: “We are delighted to join forces with Sky Arts. Sky Arts varied programming reaches a wide and diverse audience, making different disciplines of the
arts accessible and valued in all walks of life.

“We believe financial advice should be valued and accessible in the same way. In this new partnership with Sky Arts, we aim to showcase confidence gained by one-to-one advice throughout life’s journey.”

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Sky Media has collaborated with The Department for Education (DFE) with a new advert inspired by football’s Transfer Deadline Day.

As a result, the ‘Teach in Further Education’ campaign calls on industry professionals to transfer their industry skills to further education.

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The campaign features Sky Sports presenter Mike Wedderburn and highlights stories of people who have made the move from industry into further education teaching.

The multi-platform partnership spans various Sky platforms including TV, Sky AdVance, digital video, and social activations across Facebook and Instagram.

Commenting on the campaign, Wedderburn said: “Industry professionals have a real opportunity to inspire the next generation by teaching in Further Education.

“The role can be really flexible with opportunities to teach full-time, part-time and on an ad hoc basis alongside your current job. There’s a wide range of courses from healthcare to construction, whatever your industry, there’s likely a job in FE to match.”

Sky Media Director of Planning Sarah Jones added: “It’s great to work with the Department for Education to tap into the buzz around Transfer Deadline Day in a really creative way.

“The ‘Transfer Your Skills’ campaign is the perfect contextual opportunity to encourage people from different careers to consider teaching in a relatable and engaging way.”

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Social media platform TikTok has launched its ‘Pulse Premiere’ advertising solution in the UK, securing Sky Sports as its first approved British publisher.

TikTok’s ‘Pulse Premiere’ solution allows advertisers to place their ads directly after premium publisher content on the platform’s For You page.

As a result, advertisers will also have the option to purchase ads to appear alongside publisher partners for specific tentpole events as well as evergreen, ongoing content.

“TikTok is designed to provide joy and entertainment to consumers while giving brands the creative tools to be discovered and build deeper connections with the communities around them,” TikTok General Manager of Global Business Solutions, Kris Boger said.

“With Pulse Premiere, advertisers will now have even greater control and the opportunity to tap into the cultural moments – be it sport or entertainment – that’s most relevant to their audience, supercharging their brand exposure.”

Since its launch, TikTok Pulse has proven to increase ad recall by +10.5% and awareness by +5.7%, by ensuring brands appear next to the most relevant and culturally-impactful content that has highly engaged and primed.

Sky Media Director of Digital Advertising, Graeme Hutcheson added: “Football and sports are a massive part of social currency and talkability.

“There’s nothing like watching the game live, but whether you missed out or want to relive a magic moment, those shareable video moments that are exclusive to Sky Sports, regularly spread like wildfire.

“By partnering with TikTok we’re enabling brands to be at the heart of the conversation with an engaged audience.”

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The tool, dubbed ‘Direct Web Attribution’, will enable advertisers to measure the impact a TV campaign has in generating interest and traffic to a brand’s platforms – with the aim of enabling brands to measure mid-funnel consideration and intent goals, link TV exposure to online response, and directly understand the customer journey.

“TV continues to remain the most trusted and impactful way for brands to engage current and future customers, illustrated by the growing number of digital native brands turning to TV. Being able to directly measure the impact TV has on driving web traffic and the resulting sales will be an immensely powerful tool,” said Dev Sangani, Director of Strategy and Capability at Sky Media. “It’s really exciting to see the results for these campaigns come through. Our emerging insights show that there is a 50-100 per cent increase in web visits attributed to TV versus traditional models. Clearly that means TV’s impact on advertising performance has been wildly underestimated.”

The tool will be available across linear, on-demand, and addressable TV campaigns via AdSmart, with sponsorship being added in the ‘coming months’. All data will be available to view through Sky Analytics, Sky Media’s self-serve reporting tool.

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The Kings of the Premier League show, hosted by Soccer AM presenter Adam Smith, will air on the last Friday of every month at 8pm on Sky Sports Premier League, YouTube, and video on-demand. The 30-minute show welcomes ex-pros, social influencers, and celebrities to analyse player performances. Today’s first show will feature a guest appearance from Sol Campbell.

Budweiser already runs its King of the Match competition – where fans vote via the league’s app on who they thought was the best player following Premier League matches – through its partnership with the Premier League. The beermaker is also the first-ever sponsor of Sky Sports’ Power Rankings, which is a league table of all players updated weekly by analysing more than 30 stats. These rankings will also be discussed on the Kings of the Premier League show.

“The Budweiser sponsorship of the Premier League celebrates the Kings of the game and aims to bring fans closer to their Premier League heroes,” said Jessie Lander, senior brand manager at Budweiser. “The Kings of the Premier League show does just that – by connecting players, pundits and influencers directly with viewers.  We’re excited to see the show come to life after months of planning.” 

The campaign, which aims to reach people aged between 18 and 34, will also feature spot advertising across both traditional feed and pub TV feeds, social posts on Sky Sports and Football Daily channels, and video on-demand advertising.

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An all-child cast explore the electric vehicles in a three-minute film, asking the questions that adults won’t, during the six-week campaign. The aim is to raise awareness of Kia’s electric cars amongst families, while growing engagement and brand warmth.

The content, which was produced by Recipe, will be available on video on demand and amplified through a Sky News native article, digital display, and social media as well as through linear TV advertising. There is also a branded ‘Sky One Presents’ introduction ahead of spot advertising on the channel.

The campaign runs from today (19 August) until 29 September.

“Sky Media will be the perfect partner for our brand, being able to amplify our wide range of electric and alternative fuelled models across such a broad scale of media will ensure that our electric credentials are seen by a wide range of consumers that are a sure fit within our target demographic,” said Jane Fenn, head of brand communications at Kia.

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Over 25 series from 17 publishers will be launching on Snapchat, with new additions including Fake or For Real from The Guardian, Hotspots from Sky News, and Most Expensivest from Vice. The new shows aim to expand the selection of local content available via Snapchats Discover section, which already features Publisher Stories from well-known UK brands including The Telegraph, The Sun and The Economist.

As Shows, the new content will be easier to find, with dedicated profile pages for each Show where Snapchat users can access all available episodes and seasons. Shows will include six-second non-skippable ads, which advertisers can purchase through Snaps self-serve platform.

“We are delighted to be expanding the range of premium content on our platform and welcoming more of the media brands Snapchatters in the UK and beyond know and love,” said Rami Saad, head of international content partnerships at Snap. “Our priority is to provide Snapchatters with a personalised experience that features a diverse mix of credible, local voices alongside some of the best content creators from around the world. We are also excited to help our partners build their brand with a highly engaged, global audience.”

The shows span a range of entertainment, lifestyle, news and sports content, all cut in the vertical, full screen format for a mobile native experience. They will average five minutes in length, and will include a visual style inspired by Snapchat, with motion graphics, split screens, quick cuts and more.

“The Guardians Fake or For Real is a unique and innovative show that challenges viewers on their preconceptions about current news,” said Anna Bateson, chief customer officer for Guardian News & Media. “It drives a high amount of interest and engagement, and were delighted to be bringing it to Snapchat and delivering our journalism to a wider audience on this exciting platform.”

Since launching in 2015, Discover has expanded to over 100 partners globally, and in Q3 2018, Snapchats current slate of 21 Shows reached a monthly active audience of over 10m viewers. Time spent watching Shows on Snapchat has more than tripled since the beginning of the year, and the US shows are already attracting users in the UK, where advertisers have been able to reach 5m users with a 28-day campaign.

“Were happy to be partnering with Snapchat to showcase our brand new digital series Hungerlust, celebrating local dishes from around the world and the passionate people behind the food,” said Mike Fox, chief marketing officer for Culture Trip. “At Culture Trip, were focused on telling stories that capture what is unique and special about places, people and cultures. Snapchat Stories provides an ideal platform to help get our creative video content in front of a curious, inspiration-hungry audience.”

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Tourism Ireland

The campaign focuses on world-class golfers and Sky Sports Golf pundits Paul McGinley and Nick Dougherty as they explore various spots around the country in branded video content. Segments were filmed from the Irish Open golf course in Ballyliffin and at the Sky Sports Golf studio, and feature McGinley taking an in-depth look at his favourite golf clubs in the North West of Ireland, and Dougherty walking fans through local golf courses, famous sites and hidden gems where visitors can eat or drink.

Professional golfers including Lee Westwood, Graeme McDowell, Paul Dunne and Jon Rahm star in other branded creative, sharing why they love to play in Ireland, while a final video features Irish Open fans being interviewed on why they love golf, along with stunning aerial footage of golf courses across Northern Ireland and the Republic of Ireland.

The content is available to view online on SkySports.com, together with blog posts about great golf in Ireland. The campaign is being amplified through social media and the Sky AdVance platform, targeting golf and travel fans based on TV viewing segments to deliver a 30 second promotional montage. Sky AdVance runs across Sky’s digital properties, as well as on websites and apps outside of the Sky portfolio including Travel Supermarket, The Guardian and Golf Digest.

“We are excited to be working with Sky Sports Golf to create an engaging suite of films that showcase the great golf on offer across the island of Ireland to their loyal viewers,” said Darren Quinton, consumer marketing manager at Tourism Ireland. Video content marketing was selected as it offered the best vehicle to showcase Ireland’s world class courses, as well as promoting “the 19^th hole” – Ireland as a holiday destination.

“This compelling campaign takes full advantage of our unrivalled golfing talent, content and audience insights, and will encourage more golfers to visit the exceptional Irish courses,” said Rachel Bristow, director of partnerships at Sky Media. “It’s a great message to mark the Championship returning to Northern Ireland for the first time in 68 years.”

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Presented by Adam Smith from Sky Sports and Joe Thomlinson from Football Daily, the six-part series features fans from rival teams from both the English Football League and the Scottish Premiership League going head-to-head in driving challenges using the Isuzu D-Max.

The multiplatform campaign integrates broadcast, digital and social content from Sky Sports Soccer AM and Diagonal Views Football Daily, with a bespoke ad targeted at millions of men across a range of Sky Medias channel. The ads include a red button activation, enabling viewers to immediately access the three-minute long episodes.

The series will also be available via On Demand in the Sky Sports section, and will be shared to Sky Sports and Football Dailys social channels, which include 5.5m Facebook followers and over 2m YouTube subscribers. Skys AdVance technology will then be used to re-target users who have seen the ad with click-through display ads, taking consumers to a branded Isuzu content hub on the Sky Sports website.

“Were always looking to push boundaries and thing of new and exciting ways to help our clients engage their target audiences,” said Rachel Bristow, director of partnerships at Sky. “In a Sky first, were using a unique mix of both our TV and social channels to ensure Isuzu engages sports in a fun, compelling way.”

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