This platform allows you to choose your desired content, media, and audience based on your goal and availability.
Sky Advertising Manager: the platform to manage Sky Ads
Sky Media is the Sky group's concessionaire that handles advertising on the wide range of Sky channels. Sky Advertising Manager will allow you to manage advertising across all Sky Media channels.
Sky Media is a particularly successful licensee, containing over 70 televisions, 10 websites and affecting 2 airports and 1.300 investors. Sky Media includes numerous assets such as:
- Free channels (Cielo and TV8)
- sky websites
- podcast application
- Ad Smart (technology that allows you to reach a well-defined target)
- Fluid Content (technology capable of streaming Sky video content across 300 sites)
- Local advertisement
- Proximity mobile
- On-demand sky services
- More than 300 Sky-branded sites, including National Geographic
This platform from the beginning included Addressable TV on free channels, Cielo, Fluid Content. Its path will take it to include all Sky channels such as Sky Go, Sky On Demand, pay channels (e.g. Fox Networks Group, Eurosport, etc.)
The numbers are already very flattering: there are 350 affiliate sites and 30 million unique monthly visitors. Sky Media also introduced Reach The Content, a specific format to highlight content featured in commercials, pushing viewers to interact directly via Sky Q voice control.
This tool will allow us to manage advertising campaigns in 5 ways:
- Hyperlocal Mobile
- Hyperlocal Mobile – MultiPDV
- Display Banner (available in over 9000 free sports, shopping, etc. themed apps)
- digital video
- addressable television
All managed advertising will be distributed across Sky Network and Premium sites in collaboration with Sky. These campaigns adopt the skippable pre-roll video format, followed by premium content to maximize ad returns. Although the contents are skippable, SKY claims to be able to reach the VTR established for the campaign.
The effectiveness of ads is evaluated based on two parameters: completion rate and visibility.
The first indicates the number of times a video plays a video from start to finish. Therefore, it is the ratio between completed videos and started videos.
The second indicates how many times a video, in percentage, has passed the criteria to be considered viewable.
The advertising campaign can be configured based on the content (to spread the campaign only towards a certain type of topics) and the interests: These settings allow advertising content to be transmitted in a more effective and targeted manner.
At the moment it is not possible to configure the specific sites or devices on which the advertising will land, but it will surely be possible later.
Sky Advertising Manager: Why try it?
Sky Advertising Manager is a new tool created to allow even small businesses to manage their advertising campaigns on Sky channels.
It is a very versatile multichannel tool that helps you manage your advertising presence simply and with complete autonomy.
This platform was created with the participation of Hic Mobile, a mobile marketing SME that has been collaborating with Sky Italia since 2019.
The tool already integrates digital and free channels. On the inclusion list are Sky On demand and Sky Go. This is a multimedia tool that emphasizes the ability to manage your budget flexibly and independently.
Sky Advertising Manager also allows small businesses in self-service mode, using a dedicated credit or credit card, to choose the most suitable advertising channel based on their availability.
The platform allows you to address the recipient according to certain parameters (e.g. geographic area, age, gender) to maximize advertising benefits. Thanks to the algorithms used we can be sure to maximize the effectiveness of our ads.
The proximity mobile voice also allows you to plan everything related to apps through Sky. The proximity marketing applied by the platform allows advertising to appear near the point of sale, thanks to geolocation.
