Sky partners with Captify on search-based TV targeting

Search Behaviour Targeting is a tool developed by Sky Media that allows brands to target TV audiences based on their online search behaviors. It was launched last year and has been enhanced through an expanded partnership with search intelligence platform Captify. This tool gives advertisers the ability to reach specific groups of people who have shown interest in certain categories through their online searches.

To use Search Behaviour Targeting for targeted advertising, brands can access 18 off-the-shelf audiences, which include categories like 'holidays,' 'home improvement,' 'real estate,' 'pet and animal,' 'fantasy sport,' and more. Advertisers can also request bespoke audiences through a custom process. By leveraging this tool, advertisers can ensure their TV ads are seen by audiences who have recently searched for related topics online.

The Ministry of Justice (MoJ) utilized Sky's AdSmart and Search Behaviour Targeting for its Prison Officer recruitment campaign. By targeting households that had been searching online for 'jobs' and 'education' in the last month, and combining this with regional targeting around key prison recruitment areas, the MoJ achieved a 170% uplift in prompted ad recall from those exposed to the ads compared to the unexposed audience.