COLOGNE — Now that Sky’s German and Italian operations are part of the same Sky Europe entity, the continental outposts’ activities are benefitting from technology developments led by the pay-TV and telco company’s UK division.

Case in point – Sky Deutschland is now enabling dynamically-inserted ads – a technology which allows broadcasters to swap out default ads for custom-targeted ones on-the-fly – against its top-tier domestic and continental soccer programming.

“So far, we didn’t monetize the (online) linear live streams of Bundesliga and Champion’s League,” Sky Media Germany digital products director Peter Meininger explains in this video interview with Beet.TV.

“When it was only 2% or 3% (of total viewing) on top, it was okay. As we have gained 15% of the usage of the programme on the OTT programme, we want advertisers to pay for that.

“With dynamic ad insertion, we are proud to do that. It gives us a lot of new media inventory.”

Sky Deutschland holds live linear rights, across platforms, for top-tier soccer – shown on both standard TV and the SkyGo app, just as it does in the UK.

Sky has previously told Beet.TV it plans to roll out several of its digital ad services – including AdSmart for addressable TV and AdVance for cross-device sequencing – from the UK to its other territories.

This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. For more Beet.TV coverage of DMEXCO, please visit this page.

FreeWheel European Summit, Cologne, 2016Tagged