Sky’s advertising sales arm, Sky Media, is looking to bring TV and digital ‘closer together’ with a new search behaviour targeting proposition available via its AdSmart addressable platform.

With broad industry demand for a closer relationship between digital and TV campaigns, search behaviour attributes will enable brands to target audiences based on specific search behaviours, such as frequency and intent on AdSmart, for the first time.

By using search data categorised by these two metrics, matched to Sky Media’s first party data, advertisers can target audiences who are actively searching for products and services.

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“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,” Sky Media investment director, Ruth Cartwright said.

Seven search categories will be made available at launch (Home & Garden, Travel, News, Job & Education, Arts & Entertainment, Games and Pets & Animals), allowing brands to target specific audiences who are searching for products and services related to them, enabling them to produce targeted, efficient campaigns.