Juliet Peterson, chief business officer for Sky, previously led Warner Bros. Discovery ANZ networks and championed locally created content. She’s now helping shape Sky’s future by leading Sky Business, the division responsible for advertising revenue and B2B activities. This includes the free-to-view portfolio, Sky Sales and Sky Venue, which connects brands with more than 6,000 hospitality locations nationwide.
We asked Peterson about Sky’s expanded offering following the acquisition of Discovery NZ earlier this year.
It’s been a big year for Three and ThreeNow, how does joining Sky change the game for agencies and advertisers?
You’re right, it’s been a big year of change for us, and we’re excited to be part of team Sky. We see huge opportunity ahead and together we’ve taken a big step toward our ambition of being Aotearoa’s most engaging and essential media company, now reaching over 2.4 million people every week across our combined portfolio – that’s half the population! For advertisers, it means access to an extensive reach of New Zealanders, from mass-market free-to-air viewers to highly engaged streaming subscribers, all in one place. Plus, you’ll get our much-loved brands including Three and ThreeNow, Bravo, HGTV, Rush and eden, all part of the Sky Business portfolio.
What new opportunities does this combined portfolio create for brands wanting integrated campaigns?
Early next year we’re launching Sky’s Unified Digital Ad Network, which will make it easier for advertisers to reach audiences across all our digital platforms – Neon, Sky Sport Now, Sky Go and ThreeNow – with one streamlined buy. We’re also simplifying how our products are traded, so planning and buying across Sky Business is easy and efficient for our valued clients. Feedback from the market about these upcoming changes has been overwhelmingly positive.
How does bringing Sky and Three together help advertisers reach big audiences while still targeting specific groups?
We’ve got reach and scale across New Zealand, and equally important is the attention audiences pay to our content. Our combined content proposition is highly complementary and it means brands can go big on awareness while still targeting niche audiences with tailored messaging, all within one integrated network.
What’s next for ThreeNow and Sky Open as part of Sky?
We’re investing heavily into digital as that’s where audiences are spending their time. In Q1, viewers will be able to livestream their favourite shows on Sky Open via ThreeNow and select VOD titles will start to feature there too.
With summer just ahead, what kind of content can viewers and advertisers look forward to?
Summer is shaping up to be huge! We’ve got the ASB Classic, Sail GP, the A-Leagues, F1 and plenty of cricket action in stunning 4K on Sky Sport.
One of our biggest reality shows (and my personal favourite!), Married at First Sight Australia, also returns and it’s a proven ratings powerhouse. Apparently it’s another incredible season – I don’t know how they manage to top the last one every year!
I also suggest checking out ThreeNow over summer – it’s the perfect time of year to catch up on all that bingeable drama. Try award-winning local show Happiness if you haven’t seen it already – it’s currently getting rave reviews in Aussie after its recent release on HBO Max.
The post How Juliet Peterson is shaping Sky’s future: What the new combined portfolio means for advertisers appeared first on stoppress.co.nz.