What’s 🆙 Digital Sky Media’s director of digital advertising, Pippa Scaife, explains how unmatched content and massive digital reach are cutting through fragmentation to build a real audience connection Fragmentation has changed everything Audiences don’t follow a neat, linear path anymore. They tap, scroll, swipe and dive into content wherever the mood takes them. Consumption is more personal, more chaotic and for marketers, more challenging than ever. Scale is scattered, definitions of “quality” shift from one platform to the next and attention is harder to earn. Being present isn’t enough. You have to be relevant, wherever you show up. Sky leaned in early. And it shows While others were still treating digital as an afterthought, Sky understood two things: Digital isn’t just another distribution point; it’s where the community of culture occurs. Premium content has to feel native to each platform without losing the brand’s identity. That thinking shaped an organisation that now generates huge volumes of digital content; over 3,000 pieces of content every week in sports alone. It’s our superpower: content that performs at scale without sacrificing quality or tone. That’s why a single sporting moment can explode across formats, or a news story can hit millions without resorting to clickbait. Quality without compromise Digital moves fast and that speed often comes with risks. Volatility, misinformation, and deepfakes can create questionable contexts… so where your brand appears matters as much as who it reaches.’ - Source: Campaign Live