BSkyB has revealed that it has begun selling advertising around its mobile content assets. Brands can now to take advantage of advertising opportunities around Skys mobile properties, including Sky Sports, Sky News and the Football 365 mobile portfolio.
Skys move into mobile advertising follows deals struck with Vodafone and T-Mobile which enable the company to sell display inventory around its syndicated on-portal content, in addition to its own off-portal inventory. Fiat and Adidas are the first advertisers to take advantage of Skys mobile advertising platform
To enable the insertion of ads around Skys inventory, Sky has deployed Ad Infuses adInMotion technology. This framework will initially enable display advertising across Skys mobile content for users on any mobile device with a browser.
Sky says the adInMotion platform will provide advertisers with the ability to engage audiences across multiple mobile content sites, leveraging multiple data points to deliver relevant and targeted mobile advertising. Working with network operators, ads are targeted according to several parameters, including content type and context, time of day, geographical information and in-network browsing behaviour.
Sky adds that it will seek to ad-enable all of its mobile properties, including video services, with a range of creative opportunities. It notes also that the mobile advertising initiative means that it is now able to offer an integrated advertising opportunity across TV, online and mobile.
Skys mobile advertising activities will be led by Tim Hussain, Skys Head of Mobile Advertising, who says: 
Sky has some extremely attractive content offerings which have demonstrated real value to advertisers on TV and online for many years. By expanding our range of advertising opportunities to include mobile, we are now able to offer advertisers the seamless brand experience across the three principle platforms through which we know our customers now consume content.
As a very personal screen, mobile also brings with it the opportunity to offer some really valuable functionality around personalisation and location-based services, which we look forward to working with network operators and brands to exploit.
Sky has been offering mobile content to the major UK mobile phone networks for several years, and says it is the largest commercial provider of news and sports content in the UK Through its range of mobile sites and services, Skys content reaches more than 7 million unique users each month. 
This content includes Sky Mobile TV, which currently offers a mix of around 30 live linear and made-for-mobile TV channels, and 24-7 Football, which provides in-game goal clips and after-match highlights for all FA Premier League and UEFA Champions League matches.