For some years Sky has been implementing an all-round strategy to confirm itself as a real Television Network.
From fast fiber Sky Wifi to the various on-demand functions, it is keeping pace with all the new proposals and trends in the technological and digital world.

Starting from 29 October 2020, Sky has also added Sky Ads Manager, its Multichannel Digital Advertising platform, to its proprietary functions.

This new project was conceived by the Italian marketing team, but is destined to be spread throughout Europe. The innovative on and off line advertising planning system was born from a collaboration between Sky and Hic Mobile, a company specializing in mobile marketing.

Thanks to the new tool, agencies and individuals also plan and implement their advertising campaigns (on a portfolio managed by Sky) independently and simply by choosing the audience, the channels and the budget to invest as well as the contents to show.

With sophisticated calculation algorithms, the platform optimizes the visibility of campaigns and maximizes their effectiveness. Sky ADS Manager offers the possibility to use the following advertising methods:

Digital Video:
the advertisements are conveyed on a SKY Network and on the sites that collaborate with the television platform.

Hyperlocal Mobile Navigation:
it is possible to convey advertising on the App thanks to Proximity marketing. The advertisements will then be visible on a premium network of Apps, Google and Facebook.

Hyperlocal-MultiPDV Mobile Navigation:
follows the same planning principles as the previous one, except that it is possible to set up multiple points of sale: from a minimum of two and a maximum of one thousand.

Display Banner Navigation:
allows you to insert Banner Display on Sky websites, as well as in the Fluid network, which boasts more than 350 affiliates.

Addressable TV Navigation:
which allows you to broadcast your advertising during the broadcast of a television program in order to show the creativity of your advertisements in moments of greatest interest during a show (for a maximum of 20) and without the viewer having the opportunity to close them.
The banners cannot be skipped, but interactive (with the remote control you can access other information).
It is also possible to choose in which area to display your advertisements, from national to local planning.

Some campaigns have time constraints, for example, that Addressable TV must have a minimum duration of 7 days and a maximum of 30.

Sky Italia’s goal is to take a step towards open cross-media planning. Already other European countries, such as Germany and England, are looking with interest at this new all-Italian project!

The platform is free, only the costs of the campaigns are paid.
The budget does not have a predefined minimum, but is commensurate with the types of campaigns chosen.

However, it should be pointed out that the platform is not an alternative to the direct sales channel, but an additional tool, and therefore reflects its prices. There are some details yet to be optimized. For example it is not possible to go back to a previous section and if you don’t save the draft at the end, you have to start over! The navigation bar at the top in the non-clickable center puts the user in further difficulty, but if you aim for a search based on television tastes, you get very valuable help!