US : Sky is to develop a range of mobile advertising models following a deal with leading mobile advertising provider Ad Infuse. Sky is deploying Ad Infuse's adInMotion platform to initially enable display advertising across Sky's mobile content for users on any mobile device.

With a range of mobile sites and services which reach millions of unique users each month, Sky is seeking to provide advertisers with the opportunity to target this highly engaged audience across its leading mobile properties such as Sky Sports, 24-7 Football and Sky News as well as Sky's mobile advertising network partners.

Sky's use of the adInMotion platform will provides advertisers with the ability to engage with audiences across multiple mobile content sites. The platform will leverage multiple data points to deliver relevant and targeted mobile advertising. Ads are targeted according to several parameters, including content type and context, time of day, geographical information and in-network browsing behaviour.

Tim Hussain, Head of Mobile Advertising, BSkyB, comments: "We selected Ad Infuse as they are a proven partner in helping content owners begin to open up the myriad opportunities offered through mobile advertising. We look forward to developing a range of ad models which we believe will offer advertisers real value."

Brian Cowley, Ad Infuse 's CEO, adds: "By working with Ad Infuse, Sky is optimising the mobile content experience by delivering advertising that is relevant to individual users based on content, handset and network. Ad Infuse offers the ability to ad enable all mobile content such as video, TV, games, applications and messaging offering a future proofed solution for Sky and maximising the possibilities for advertisers today."

About Ad Infuse

Ad Infuse is leading the industry in personalized mobile advertising solutions. With a technology platform that delivers relevant advertising experiences targeted to each mobile subscriber, Ad Infuse is replacing mass communications with a direct, brand-to-consumer relationship. Uniting carriers, brands, content providers and consumers, Ad Infuse is creating a marketplace for mainstream mobile media consumption. For carriers, Ad Infuse offers an ad-serving technology solution architected to protect consumer privacy and to deliver a blend of ad-supported and subscription-based premium content. For brands, Ad Infuse redefines advertising with truly dynamic ad insertion, allowing marketers to personalize their message and build a direct, high-impact relationship with the consumer. For content providers, Ad Infuse offers a path to mobile syndication supported by a balanced combination of subscription and ad-supported revenue.