Sky Italia moves brand advertising to Turn10 November 2014
Sky Italia has selected Turn as its data management platform, with the aim of delivering more personalised advertising experiences to customers and meet a range of digital marketing needs including realtime bidding.
The partnership with Turn is part of a wider move towards programmatic advertising for Sky; 70 per cent of the company’s brand advertising now runs programmatically through the Turn platform. Turn has developed 22 consumer audience profiles for the broadcaster, which can be leveraged to deliver personalised content and experiences. The partnership is facilitated by Simple Agency (AMNET), Sky Italia’s agency of record.
The Turn platform allows Sky Italia to build its own architecture for targeting customer audience segments, enabling the broadcaster to serve different content to meet the individual preferences of its customers.
“The plethora of data available to the broadcast industry has made digital marketing increasingly complex,” said Alldo Agostinelli (pictured), 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 per cent.”
Pierre Naggar, managing director EMEA at Turn, said, “Turn is providing Sky Italia with a data management platform tailored to their business needs. In the competitive media landscape, particularly when audiences consume content across numerous channels, it’s crucial that marketers surround themselves with technology partners that facilitate the analysis of big data across the business. Digital tools are the catalyst to deliver more personalised, relevant advertising experiences and, with the right strategy in place, every single byte of brand communications can be powerful.”