ITV has launched linear addressable advertising across ITV2, ITV3, ITV4 and ITVBe in YouView homes, giving advertisers access to addressable targeting in live broadcast viewing throughout 1.3 million households.
The move follows a successful beta trial of the ad-replacement technology which took place over the last 12 months, in the course of which over 30 million addressable ads were deployed, using insights from ITV’s registered user data.
The announcement marks the first step in the broadcaster’s roll out of addressable targeting in live linear viewing. It will compliment the 12 billion plus addressable ad opportunities that ITV claims is delivered by its on-demand service ITVX.
“Linear Addressable has been a key objective as we evolve our commercial proposition and our offering to advertisers,” ITV Commercial’s director of commercial strategy and trading, Ben Allen said.
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“It materially enhances our addressable footprint and is an important milestone towards our target of enabling addressability across our entire output.”
The solution will be implemented in partnership with global agency Omnicom later this month, with campaigns set to be planned and managed exclusively by ITV’s Planet V.
Omnicom Media Group chief investment officer, Adam Turner 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.”
