Sky Italia works with Turn to leverage data to provide personalised content and experiences for their diverse audience.
Sky Italia is one of Europe's leading broadcasters, with a broad customer base. Keeping customers engaged in the brand requires delivering personalised viewing experiences, which can be a challenge since the audience is so diverse.
Sky required a technology solution to deliver more personalised advertising experiences to customers as well as engaging new prospects and reducing churn.
Sky selected Turn Audience Suite (DMP) in conjunction with their media agency, in order to centralise their CRM data to get a single consolidated view. This led to Sky and Turn developing 22 consumer audience profiles, which were then used to deliver personalised content and experiences.
With these anonymised profiles, Sky Italia consumers receive relevant and targeting communication without giving away any PII.
Sky Italia contextually segmented their ad serving logs, and activated these across multiple channels, including paid and owned media. For the customer, it changes the experience they receive when they visit the Sky Italia homepage:
- If they are a football fan, the home page shows Sky's sports packages.
- If they are into family shows such as cartoons, Sky shows offers that lead with that genre.
This happens even if the customer doesn't have an existing relationship with Sky - they tailor the message based on the customer's profile and likely interests.