Sky is to increase advertising on its video content across its sports, news, showbiz, travel, motoring and style sections.

The deal with in-video advertising firm Adjustables will see a range of new ad formats featured in the content.

Sky Sports has already recorded 14 million video ad impressions online and Sky News 3.5 million, according to a release from Adjustables.

The partnership underlines Sky’s commitment to online video, Tom Bevan, operations manager at Sky Digital Media, said.

“Within our growing portfolio, video is clearly something that differentiates Sky’s online offering. We’re particularly well served by a wide variety of unique video content, be that from Sky’s core content business or web exclusive material,” he said.