Sky squeezes in more opportunities for brand ads

Brands have new ways to advertise to live sport audiences as Sky launches squeezeback ads during NRL and Super Rugby Pacific coverage.

The squeezeback format reduce the size of the live game so ads can appear on the screen simultaneously for a few seconds, without interrupting viewing. The format is new for the New Zealand market.

KFC, One New Zealand and Bunnings Warehouse have used this format during recent NRL and Super Rugby Pacific games on Sky. 

Integrated into moments that make sense and designed not to disturb live-play, brands can strategically place adverts while audiences watch the game. 

“This is another exciting step in the evolution of advertising capability at Sky as we continue to look for new partnership opportunities within the high-attention environment of live sport,” says Sky Head of Sales Ben Gibb.

“Nothing grabs attention like a live match and the demand for innovative advertising methods that seamlessly integrate brands into live content has never been higher.”

KFC Senior Brand Manager Holly Knowles says: “Our long-standing partnership with Super Rugby is a hugely important part of our marketing calendar. Across our sports partnerships this year, we have been striving to find new and exciting ways to enhance our broadcast coverage. So being the first advertiser to use a format that is truly integrated within game play is something we are incredibly excited about.” 

Susannah Winger, Brand & Loyalty Manager at One New Zealand, says: “One New Zealand is always looking to break new ground with innovative technology. It’s great to be one of the first brands connecting with fans in a new way and extending our long-standing support of the One New Zealand Warriors.” 

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