Advertiser Funded Programming

Advertiser Funded Programming (AFP) or branded content, affords brands a deeper relationship with programming via a funding model either in full or in part. Advertiser investment goes directly into the production of editorial and yields a degree of ownership over the content or intellectual property. An advertiser is then able to exploit content and use it for a wider communication strategy and distribution across different platforms and, potentially territories.

Sky's multi-platform offering and comprehensive portfolio of strong, market-leading channels brands enables Sky Media to offer excellent targeting, distribution, promotion and activation for advertiser-funded programmes.

Alongside the linear transmission of programmes, Sky can offer distribution on dedicated High Definition channels, on-demand via Sky Anytime, Sky Player and Go! View; and online via a number of dedicated video lounges alongside tease and engage opportunities using interactive, customer magazines and traditional advertising.

Sky Media work with brands and production companies to develop and exploit branded content opportunities starting with ensuring that third parties are educated as to the channels brand values and objectives. In order to benefit from full support throughout the process, it is imperative that an ad-funded project not just enhances brand perception but also aligns with the programming strategy for the host channel partner.

Sky Media have worked with a number of brands successfully developing programming, maximising reach via multi-platform distribution and harnessing consumer marketing power to promote programming and drive tune-in. Previous AFP partners have included Vodafone, Nike, Coca-Cola and Barclaycard.

Contact

Malcolm Murray: 00353 1 6147600