Sky Media launches ad targeting tool

The tool, called Search Behaviour, will allow brands to target audiences based on specific online behaviours, such as frequency and intent.

The data found by the tool is then matched with Sky’s first-party data through its targeted advertising platform AdSmart to allow advertisers to aim adverts are the correct audiences.

Search behaviour habits can be combined with more than 1,000 AdSmart attributes to refine campaigns, such as postcodes, life stage, mosaic groups or an advertiser’s own first-party data.

The Search Behaviour tool has been developed with search data firm Captify.

Seven search behaviour categories are available at launch, including home and garden, travel, news, job and education, arts and entertainment, games, pets and animals.

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.”