Sky Media’s Search Behaviour Targeting is partnering with search data firm Captify to act as a leader in insights and offer more granular and bespoke targeting for brands.
It follows on from strong advertiser uptake since the product was launched last year.
The development means that advertisers will be able to tap into Captify’s extensive list of custom categories, including everything from “pet and animal interests” to “real estate” and “fantasy football”.
The Ministry of Justice saw a 170% uplift in prompted ad recall after using the tool for its Prison Officer recruitment campaign versus the unexposed audience, which amounted to a 23.4 percentage point uplift.
The tool was used to help the ads reach households that had been searching for ‘jobs’ and ‘education’, in combination with regional targeting around key prison areas.
Other brands including British Airways holidays also used the “travel” search behaviours to expand their campaigns to reach active holiday seekers.
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“Targeting our advertising in this innovative and effective way delivers better value for the taxpayer and allows our campaign investment to go further – having a real-world impact on our work to protect the public,” said Ministry of Justice director of recruitment and retention communications Ben Stack.
Captify SVP global strategy and business development Rishi Chande said: “We are delighted by the growing demand from Sky Media’s clients to use Captify search data to reach desired target audiences.”
He added that the team had been working closely with Sky Media 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,” he continued.
Sky Media director of product innovation and advertising Dan Cohen added: “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 adaptation of Search Behaviour Targeting.
He added: “The Ministry of Justice is an excellent example of this. We listen to our clients’ needs and have worked hard to improve our offering to cater to more clients and our partnership with Captify is a great example with this.”
Sky recently began a review of its media account for the first time since 2017.
It has been battling the streamers, as it adjusts to the move away from TV.
