Pan-European pay-television broadcaster Sky has acquired digital content producer Diagonal View.
The acquisition will seek to broaden Sky’s engagement with a younger, digital-first audience and enable its advertising sales arm, Sky Media, to offer greater brand-safe digital opportunities to advertisers.
With over one billion online views in the past year alone, Sky said the acquisition of Diagonal View will accelerate its online growth towards becoming a top five social destination for sport in all its territories and globally.
Diagonal View’s existing leadership team, including founder Matt Heiman, will continue to lead the business within the wider Sky Group.
Jamie West, Sky’s group director of advanced advertising, and David Gibbs, director of digital sports and news at Sky, will support Diagonal View’s growth.
West said: “The acquisition of Diagonal View marks an exciting step in enhancing Sky’s capabilities for reaching new social audiences and helping brands tell their story through bespoke content. Advertisers are looking for high impact, multi-faceted campaigns and want to partner with trusted brands with quality content. By combining strengths we’ll significantly enhance opportunities for branded content, building new and existing partnerships to a wider audience at further scale.”
Diagonal View produces social content for popular online channels including The Football Daily.