TV viewers who use YouView, including BT TV customers, will now see targeted advertising on four ITV channels.
- Up to 1.3 million households will now see tailored advertising inserted on to ITV’s live channels following the launch of addressable advertising.
- It builds on the success of a beta trial that delivered 30 million addressable or targeted ads.
This is the first step in ITV’s roll out of addressable targeting in live linear viewing. It complements the over 12 billion addressable ad opportunities already delivered by ITVX, extending the scale and reach of addressable targeting available to advertisers.
ITV is launching live linear addressability with Omnicom this month and campaigns will be planned and managed exclusively via Planet V.
Over the past 12 months, a beta trial of the new technology resulted in 30 million ads being targeted at customers. Which ads viewers see is determined by data gathered from ITV registered users.
▶ The technology is not new. Sky has for some time inserted targeted adverts into the running live TV schedule of its channels. And its the norm for streaming services. This type of advertising for example, allows an advertiser to reach all viewers watching a channel in a specific geographic area. Such targeting was only previously possible if a TV channel offered multiple regional versions of the channel. Addressable advertising can narrow down geographic areas into smaller chunks than traditional regions. Or it can show you adverts based on the cohort of viewers you’ve been linked to.
What is new is the more widespread implementation of the technology on free-to-air channels and platforms.
The targeted ads will run on ITV2, ITV3, ITV4 and ITVBe.
Corporate comment
Ben Allen, ITV Commercial’s Director of Commercial Strategy and Trading said:
“Linear Addressable has been a key objective as we evolve our commercial proposition and our offering to advertisers. It materially enhances our addressable footprint and is an important milestone towards our target of enabling addressability across our entire output.”
Adam Turner, Chief Investment Officer at Omnicom Media Group, added:
“We’re delighted to be partnering with ITV on this progressive initiative. Addressable TV, at the scale ITV is now offering, is enabling us to plan more sophisticated mass reach targeting strategies, enabling our clients to have more relevant and efficient customer engagement. This is a game changing step forwards for the TV industry.”