july aug | Page 8

News

News

Sky Media introduces search behaviour targeting

Sky Media , the advertising sales arm of Sky , has unveiled new Search Behaviour targeting capability for the AdSmart addressable platform . Driven by wider industry demand to bring digital and TV campaigns closer together , Search Behaviour attributes allows brands for the first time to target audiences based on specific online search behaviours including frequency and intent .

Using search data categorised by frequency and intent , which is then matched to Sky ’ s first party data – advertisers can engage audiences who are in market and actively searching for products and services . Leveraged through market leading AdSmart ,
Targeted ads are delivered into relevant households in both live and on demand content across millions of Sky , Virgin and Now homes .
targeted ads are delivered into relevant households in both live and on demand content across millions of Sky , Virgin and Now homes .
Seven search behaviour categories are available at launch : Home & Garden , Travel , News , Job & Education , Arts and Entertainment , Games , Pets and Animals . Search Behaviour Targeting identifies people at every stage of their purchase journey , from initial research , through to adding items to their online basket .
Search behaviour habits can be combined with any of the other existing 1,000 + AdSmart attributes to refine campaigns . This could include postcodes , life stage , mosaic groups or an advertiser ’ s own first party data . As an example , a custom
campaign could see a holiday or insurance company target those who are actively searching for holidays or flights . This could be further refined or creative adapted to those looking at beach , sightseeing or ski holidays in a specific area of the country . The Search Behaviour targeting capability has been developed in conjunction with Captify , who is the largest independent holder of search data .
“ TV remains the most effective and engaging platform for brands ,” asserts 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 .”
Helping advertisers connect with audiences wherever they watch is part of an ongoing roadmap of innovation from Sky Media , bringing TV and digital closer together . AdSmart launched nearly ten years ago and was the world ’ s first TV addressable advertising platform . Launched a few years later Sky AdVance openedup digital targeting based on TV viewing and upcoming Creative Optimisation will help performance brands programmatically adapt their TV creatives to optimise response .
RTVE UHD set for Feb 2024 launch
RTVE is to start regular
broadcasts in Ultra High
Definition ( UHD-4K )
beginning in February 2024 .
It says it is at the forefront of
broadcasting in
UHD-4K in open
DTT , accessible
by the entire
population for
free and on a
regular basis .
To date ,
and while the
broadcasts
of the television channels
are maintained in standard
quality ( which will be turned
off by February 14th ,
2024 at the latest ) and in
High Definition ( HD ), RTVE
contributes to the broadcasts in tests that have been carried out with the authorisation of the Secretary of State for Telecommunications and Digital Infrastructures ( SETID ) by Cellnex Telecom ( in all the provincial capitals of
Spain and some additional cities , with coverage of just over 60 % of the population ), Axion ( in Andalusia ), Castilla-La Mancha Telecom ( in Castilla-La Mancha ) and
Televes ( with a transmitter in Galicia ).
Specifically , since November 20 th , 2022 , TVE has been broadcasting directly on this test multiplex , with the authorisation of SETID , World Cup matches in Qatar , in UHD , with HDR quality and with Dolby Atmos sound , using a complete channel within this multiplex .
RTVE ’ s intention , until February 14th , 2024 , is to keep broadcasting its TVE UHD channel ( in tests ). From February 15th , 2024 , it will begin regularly broadcasts on the RGE2 multiplex in UHD , occupying the capacity that RTVE has assigned on that RGE2 multiplex by the current National DTT Technical Plan .
Georgiou upped to WBD MD UK & Ireland
Andrew Georgiou has been
named as the head of Warner
Bros Discovery ’ s media
business in the UK and
Ireland . He also retains his
position as President and
Managing Director of WBD
Sports Europe , which operates
both Eurosport across Europe
and TNT Sports in the UK and
Ireland .
The appointment sees
him helm the company in
the region with multiple TV
channel brands including
Discovery , TLC , Quest , Quest
Red , Really , Cartoon Network ,
Eurosport and the newlylaunched
TNT Sports as well
as WBD ’ s streaming service ,
discovery +.
8 EUROMEDIA