Sky Media brings digital and TV closer with search tool

Sky Media is ramping up its data-driven TV targeting capabilities with a new tool designed to bring digital and broadcast campaigns closer together to allow brands for the first time to target audiences based on specific online search behaviours, including frequency and intent.

The advertising sales arm of Sky maintains the launch of the Search Behaviour targeting system for the AdSmart platform has been driven by wider industry demand from both clients and agencies.

Using search data categorised by frequency and intent, which is then matched to Sky’s first party data, it is claimed advertisers can engage audiences who are in market and actively searching for products and services.

Implemented by AdSmart, targeted ads are delivered into relevant households in both live and on demand content across millions of Sky, Virgin and Now homes.

Seven search behaviour categories are available at launch: Home & Garden, Travel, News, Job & Education, Arts and Entertainment, Games, Pets and Animals.

Search Behaviour targeting identifies people at every stage of their purchase journey, from initial research, through to adding items to their online basket. Search behaviour habits can be combined with any of the other existing 1,000-plus AdSmart attributes to refine campaigns. This could include postcodes, life stage, mosaic groups or an advertiser’s own first party data.

Sky Media cites the example of a custom campaign that could see a holiday or insurance company target those who are actively searching for holidays or flights. This could be further refined or creative adapted to those looking at beach, sightseeing or ski holidays in a specific area of the country.

The Search Behaviour targeting capability has been developed in conjunction with Captify, which is one of the largest independent holders of search data.

Sky Media investment director Ruth Cartwright said: “TV remains the most effective and engaging platform for brands. Being able to embrace the best capabilities of digital but in the brand safe, big screen, world of TV, makes campaigns more relevant and impactful. That’s what we’re hearing from brands and agencies, so that’s where we’re focusing our innovations.”