Big Data & Analytics

Synamedia hires Kewley to enhance data monetisation 

Data monetisation is not just a hype word in the media and entertainment industry. As content delivery becomes increasingly personalised, data has grown into a fluid commodity in that it is a monetisation tool offering actionable insights. 

Synamedia, a video delivery solution backed by Sky, has appointed Scott Kewley as its vice-president of Advanced Advertising & Data Products to lead growth in its advertising and data monetisation business — AdSmart, a personalised ad-targeting platform.

Kewley was formerly in charge of developing a new OTT service for BBC Studios, and he had also spent 10 years in Walt Disney. Having extensive experience in the media and entertainment industry, he is tasked to develop strategies and solutions using data-driven insights to increase revenue for Synamedia.

Addressing the potential growth in data monetisation, Kewley told APB: “There is a vast range of opportunities emerging from the ever-increasing access to — and use of — data.

“In the TV advertising space, data is now being used to identify and reach addressable audiences, and this capability across all platforms is in high demand from advertisers and broadcasters.

“At Synamedia, we have been providing this technology for some time and see increasing demand for it to be deployed globally as audiences demand a better viewing experience.

“We see data unlocking multiple revenue opportunities for our partners — driving customer acquisition, conversion and retention through more relevant experiences, maximising the value of audience engagement.

“The responsible use of data to generate deep insights into viewer behaviour is hugely exciting and we’re looking forward to working with our customers in this space.”

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