Sky Media, the advertising sales arm of Sky, has announced a new Search Behaviour targeting capability for its AdSmart addressable platform.
Search Behaviour attributes allows brands to target audiences based on specific online search behaviours including frequency and intent for the first time.
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.
Targeted ads are then 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 is able to identify people across their purchase journey, starting with the initial research, through to adding items to their online basket. Search behaviour habits can then be combined with any of the other AdSmart attributes including postcodes, life stage, mosaic groups or an advertiser’s own first party data.
One example is 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.
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.”
The Search Behaviour targeting capability has been developed in conjunction with Captify, who are the largest independent holder of search data.
