Cielo is a free-to-air generalist television channel of the Sky group, available on channel 26 of digital terrestrial television. Active since 2009, Cielo was created with the aim of making some of the premium content of the Sky world accessible to the general public, offering varied programming that includes hit TV series, factual entertainment, thematic films and special events. Thanks to an open and cross-media editorial positioning, Cielo appeals to a wide and intergenerational audience, with an average share of more than 1 percent, representing an attractive solution for coverage- and frequency-oriented advertising campaigns.
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To implement an effective advertising strategy on Cielo, in Spada Media Group we recommend the purchase of TV spot packages as part of the Sky Free To Air offer, i.e. Sky channels broadcast free to air. As Cielo is a generalist channel with a broad target audience, it is particularly suitable for brands from various industries interested in reaching a diverse audience. However, considering the specific audience of the channel, it is strategic to supplement the advertising campaign on Cielo with additional plans on other networks such as Sky, Mediaset, La7 or Rai. This approach maximizes the visibility and impact of the campaign by providing wider and more diverse media coverage.
TV channel advertisements use formats such as skin and lanner to reach digital audiences. The skin is an advertising form that appears on the screen for a duration of 15 seconds during the program broadcast, creating a kind of frame on the 3 sides of the screen, leaving only the lower part of the screen free. The lanner, on the other hand, is a smaller banner that appears in the lower left part of the screen, leaving the main space for the program. These formats make it possible to reach connected users via smart TV, while also offering the ability to focus advertising on specific areas. This approach, in addition to being cheaper than traditional advertising, allows for optimal use of the budget by focusing only on areas of interest.
However, it is important that the audience in the target area is large enough to ensure the success of the campaign. Both formats are effective in reaching large and diverse audiences, and the choice between skin and lanner depends on marketing strategies, budget, and target audience.
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