Sky Media, the advertising sales arm of Sky, has enhanced its Search Behaviour Targeting tool through an expanded partnership with search intelligence platform Captify.
Search Behaviour Targeting, launched last year, enables brands to target TV audiences based on online search behaviours. Through the partnership with Captify, advertisers will now have access to 18 off-the-shelf audiences – more than double what was previously available via the tool.
Categories available to advertisers include ‘holidays,’ ‘home improvement,’ ‘real estate,’ ‘pet and animal,’ ‘fantasy sport,’ and more. Bespoke audiences are also possible through a custom request process.
“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,” said Dan Cohen, Director of Product & Advertising Innovation at Sky Media. “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.”
One of the first advertisers to leverage the was the Ministry of Justice (MoJ) for its Prison Officer recruitment campaign. Through Sky’s AdSmart, the MoJ was able to reach households that had been searching online for ‘jobs’ and ‘education’ in the last month, and combine this with regional targeting around key prison recruitment areas.
The campaign gave the MoJ a 170% uplift in prompted ad recall from those exposed to the ads versus the unexposed audience.
“We are delighted by the growing demand from Sky Media’s clients to use Captify search data to reach desired target audiences” said Rishi Chande, SVP of Global Strategy & Business Development at Captify. “We are working closely with the Sky Media team to improve the targeting and attend to the demands of their different clients. This partnership means a step forward of bringing the digital world to the TV and helping clients such as the Ministry of Justice to reach TV audiences as never before.”
