A wide-ranging partnership between ITV, Adylic, OMD and Tourism Ireland has launched a new ‘data-driven dynamic’ creative campaign on the ITVX platform, using the broadcaster’s programmatic video advertising proposition, Planet V.
By using Planet V, advertisers will be able to tailor the messaging that specific viewers see by tapping into ITVX’s audience and contextual data sets.
Up to 20 different assets have been created as part of Tourism Ireland’s campaign, with highly-targeted content giving viewers in different regions the most relevant travel information on how to reach Irish destinations.
“We are very excited to be launching our new dynamic partnership with ITVX, Tourism Ireland, Publicis.Poke and our OMG agency partners at OMD,” Adylic chief product officer, Andy Spray said.
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“It’s essential that Adylic can provide clients with end-to-end dynamic creative solutions across every platform, wherever their consumers are, to help power their campaigns, and that includes broadcast.
He continued: “With ITV advancing what is possible with dynamic TV, our exclusive integration into the ITVX platform, enables us to offer clients a new level of sophistication that will help drive creative effectiveness across their BVOD campaigns.”
This campaign will enable Omnicom’s Adylic solutions to be directly integrated into a TV broadcaster’s content for the very first time.
Tourism Ireland head of consumer marketing, Patrick Michalski added: “Creative relevance is a cornerstone of our digital strategy and being able to expand this into the growing environment of on-demand broadcast content is a perfect step forward for us.
“It allows the island of Ireland to reflect its brand and character in a more tailored way and differentiate us against our competitors.”
