ITV has unveiled three ‘pioneering’ new advertising technologies as the brand prepares to launch its new streaming service ITVX on 8 December.
ITV Matchmaker developed in collaboration with Boots Media Group and Tesco’s customer data partner Dunnhumby, lets advertisers who supply both retail giants boost their VOD targeting with categorised shopper audiences on ITVX using loyalty card data, and measure sales figures against ad viewing figures.
Matchmaker is cookieless and uses InfoSum’s privacy-first data platform to match ITV’s pre-existing first-party audience with Tesco’s Clubcard and Boots’ Advantage Card databases.
IAB Europe has claimed that the retail media market is worth 7 billion (€8 billion), and is ‘largely dominated’ by digital media ad spend.
ITV’s AdLabs has also unveiled Share of Voice, an Adalyser reporting tool that lets brands measure TV presence. According to the broadcaster, analysis that used to take customers hours to do can now be completed in minutes.
Using the data of BARB, Clearcast and Nielsen, ITV’s new self-service tool will provide actionable insights that will enable clients to see how their brand’s SOV pits-up against competitors in a level of detail that is reportedly ‘unparalleled’. Share of Voice also allows customisation across audience, competitor profile, category, TV media and regional footprint.
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The platform named Planet V 2.0 also aims to give buyers more control as it allows both advertisers and agencies to control the planning, purchasing and reporting of their campaigns.
ITV Commercial is also considering 14 more high-tech advertising concepts for the future, having enticed more than 100 individuals from across the industry to come on board to help prioritise opportunities on its new free streaming service.
“These new announcements mean clients can use our tools to buy better campaigns – by taking greater control, through better targeting, gaining richer knowledge of audiences and working with us on the very latest concepts we have in beta,” ITV Commercial managing director, Kelly Williams, said.
“The launch of our ITVX free streaming service presents a step-change in our commercial offering, meaning we can deliver significant incremental reach in high quality, brand safe content. What it also means is we can provide brands with new ways to deliver their messages to new audiences.”
