ThinkAnalytics appoints Sky veteran Tony Mooney to spearhead addressable advertising drive

OTT People

London and LA: ThinkAnalytics has appointed Sky veteran and data and analytics expert Tony Mooney as SVP, Advertising. Tony will head up the firm’s ThinkAdvertising business, helping pay-TV and OTT providers maximize their ad inventory across broadcast and streamed TV and generate new revenue streams from advertisers running hyper-targeted campaigns.

Tony has an unparalleled track record in the adtech and data and analytics space. From 2010-2017 he was Managing Director, Insight & Decision Science at Sky, where he developed its world-leading customer data and customer intelligence capabilities. Tony and his 600-strong team supported the entire Sky business, from customer acquisition and retention through to product, content, and targeted and linear advertising. Tony also led the Sky IQ B2B business, providing advanced data capabilities for large advertisers.

On leaving Sky, Tony set up DecisionBox to help multinational clients apply digital, analytics and decision science techniques to boost customer retention and acquisition, and grow revenues. Prior to this he held senior positions in data, analytics and CRM at Experian, Orange and Centrica.

Tony joins ThinkAnalytics at a time when demand for addressable advertising is set to leap from total worldwide revenues of $15.6 billion in 2019 to $85.5 billion by 2025, according to Rethink TV. 

ThinkAdvertising is the only solution that automatically generates consumer profiles at the individual viewer rather than household level. Its machine learning and AI extracts understanding using the behavioral and viewing data captured by the service provider that can be blended with third-party demographic data. Supported by ThinkAnalytics’ automated viewer personalization and segmentation models, it avoids the need for service providers to rely solely on expensive and often out-of-date third-party consumer data or large internal data teams. Available as a standalone solution or as part of the ThinkAnalytics suite, the hyper-targeted solution is highly scalable, and can be easily integrated with AdTech solutions.

ThinkAdvertising helps video service providers generate new income by maximizing their ad inventory. The solution will help them offer compelling propositions to a broader set of advertisers – from new and existing hyper-local and regional advertisers through to big brands. For established TV advertisers such as car manufacturers, they can now run one integrated campaign to advertise multiple sub-brands using highly segmented dynamic ad insertion.

“I joined the ThinkAnalytics team because I have known the company and its leading technology  for many years and I can see the potential to help pay-TV and OTT providers of all sizes join the addressable advertising revolution and generate additional income by maximizing their ad inventory. Addressable advertising is about to go prime time as new solutions like ThinkAdvertising replicate the precision of hyper-targeted digital campaigns on TV screens, and offer an attractive alternative for advertisers concerned about the reputational and fraud risk in web campaigns,” said Tony Mooney, SVP Advertising, ThinkAnalytics.

“Tony’s pioneering work at Sky make him the ideal person to advance our addressable advertising ambitions and help service providers unlock their treasure trove of subscriber data. His understanding of the complex and piecemeal nature of the adtech ecosystem will be invaluable as customers embark on their addressable advertising journey,” said Eddie Young, ThinkAnalytics Chairman.

ThinkAnalytics, the leading content discovery and viewer analytics solution worldwide, enables video service providers, studios, broadcasters and media companies to deliver personalized experiences to their customers resulting in significant uplift in viewer engagement, loyalty and ARPU. ThinkAnalytics delivers content discovery and viewer insights to over 80 service providers serving 350 million subscribers in 43 languages with 6 billion recommendations per day.

Customers include: HBO Latin America, DirecTV Latin America, Liberty Global, BBC, Deutsche Telekom, Astro, Proximus, Rogers, Sky, Singtel, Tata Sky, and Vodafone.