Sky Media unveils Search Behaviour advert targeting

Sky Media, the advertising sales arm of pay TV operator Sky, has unveiled new ‘search behaviour’ targeting capability for its AdSmart addressable advertising platform.

Sky Media’s Search Behaviour attributes allows brands for the first time to target audiences based on specific online search behaviours including frequency and intent, according to the outfit.

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

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 different stages of their purchase journey, from initial research, through to adding items to their online basket, Sky Media said.

Search behaviour habits can be combined with other existing AdSmart attributes to refine campaigns. This could include postcodes, life stage, mosaic groups or an advertiser’s own first party data.

Sky Media cited the example of a campaign for a holiday or insurance company targeting those who are actively searching for holidays or flights. Adverts could be 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, an independent holder of search data.

Ruth Cartwright, investment director at Sky Media, 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.”