The partnership with Turn is part of a wider move towards programmatic advertising for Sky; 70 percent of the company’s brand advertising now runs programmatically through the Turn platform.
The Turn platform allows Sky Italia to build its own architecture for targeting customer audience segments, enabling the broadcaster to serve different creative content to meet the individual needs and preferences of its broad customer base. Sky’s diverse audience means that delivering customised messaging is essential to keep customers engaged in the brand.
“The plethora of data available to the broadcast industry has made digital marketing increasingly complex,” says Aldo Agostinelli, Sky Italia Digital Marketing and Sales Director. “Our customers are demanding personalised viewing experiences – and this extends to all of the ways we engage with them through marketing. We needed a way to match data with storytelling and creativity to deliver against the premier viewing experiences for which Sky is known. We’re already seeing greats results from this approach; click-through-rates on ads have doubled, and bounce rates from our website have decreased by 40%.”