Sky Media has enhanced its partnership with real time audiences and insights specialist Captify.
It follows a strong uptake from advertisers such as British Airways Holidays, which has used the ‘Travel’ search behaviours to expand their campaigns to reach active holiday seekers, as well as kitchen retailers who have targeted those looking to improve their homes.
Rishi Chande, SVP of Global Strategy & Business Development at Captify said: “We are delighted by the growing demand from Sky Media’s clients to use Captify search data to reach desired target audiences. We are working closely with the Sky Media team to improve the targeting and attend to the demands of their different clients.”
The number of categories available for advertisers has more than doubled to eighteen off-the-shelf audiences, meaning greater targeting options and granularity. Sky Media has also enabled bespoke audiences through a custom request process.
Dan Cohen, Director of Product & Advertising Innovation at Sky Media said: “Our effort to bring the best capabilities of digital to the brand-safe, big screen world of TV has been recognised by our clients, through their adoption of Search Behaviour Targeting. We listen to our client’s needs and have worked hard to improve our offering to cater to more clients and our partnership with Captify is a great example of this.”
Custom requests include Pet and Animal Interests, Real Estate and Fantasy Sport.
Some 1.5 billion UK searches are tracked by Captify each month.
