ITV launches addressable advertising on linear broadcast TV this month, complementing its existing targeted TV capabilities in streaming via ITVX. It is the first step on a wider roll-out of broadcast linear addressable, hailed by one media agency as a game-changer.
Addressable targeting on linear broadcast TV is being made available in 1.3 million UK households in a partnership with platform operator YouView. The addressable advertising inventory will be available within four ITV channels: ITV2, ITV3, ITV4 and ITVBe.
ITV said the addition of broadcast linear TV, ‘materially enhances our addressable footprint and is an important milestone towards our target of enabling addressability across our entire output’. Twelve billion addressable ad opportunities are already delivered by ITVX, extending the scale and reach of sophisticated addressable targeting available to advertisers.
The announcement follows a successful beta trial of ad-replacement technology into broadcast TV over the last 12 months, during which more than 30 million addressable ads were deployed, powered by insights from ITV’s registered user data.
Media agency Omnicom will be the first to harness the new capability, with campaigns planned and managed exclusively via Planet V, the programmatic planning and trading platform managed by ITV.
Adam Turner, Chief Investment Officer at Omnicom Media Group, says: ‘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 forward for the TV industry’.
Ben Allen, ITV Commercial’s Director of Commercial Strategy and Trading, commented: ‘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’.
