Sky Media has released a new advertising tool, which can identify people at every stage of their purchase journey.
The Search Behaviour capability will be added to its Adsmart platform so that advertisers can target audiences based on specific online search behaviours, including frequency and intent.
“TV remains the most effective and engaging platform for brands,” said Ruth Cartwright, Investment Director at Sky Media.
“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.”
Search data is matched to Sky’s first party data, so that brands can engage audiences who are in the market and actively searching for products and services.
At launch there will be 7 search behaviour categories: Home & Garden, Travel, News, Job & Education, Arts and Entertainment, Games, Pets and Animals.
The software has been developed in conjunction with search data specialist, Captify.
