ITV has started offering linear addressable advertising across its ITV2, ITV3, ITV4 and ITVBe networks in YouView homes, opening up addressable targeting for advertisers in live broadcast viewing across 1.3 million households.
The move follows a successful beta trial of the ad-replacement technology over the last 12 months, during which more than 30m addressable ads were deployed, powered by insights from ITV’s registered user data.
ITV says the launch marks the first step in its roll out of addressable targeting in live linear viewing and that it complements the over 12 billion addressable ad opportunities already delivered by ITVX.
ITV is launching live linear addressability with ad agency Omnicom this month and campaigns will be planned and managed exclusively via Planet V.
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, said: “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.”
US writers call on Hollywood studios to take action against AI firms
The Writers Guild of America (WGA) has called on Hollywood studios to “come off the sidelines” and prevent tech companies from allegedly using its members’ works to train AI platforms.
Arte joins European Broadcasting Union
Arte, the Franco-German public service broadcaster, has become the newest member of the European Broadcasting Union (EBU).
Lee Walters appointed Chair of BAFTA Cymru
BAFTA has named Lee Walters as Chair of its Wales branch BAFTA Cymru.
.jpg)
Paris 2024 audience hit five billion – IOC report
Around five billion people, or 84% of the potential global audiences, followed the Olympic Games Paris 2024, according to research conducted on behalf of the International Olympic Committee (IOC).
ITV strikes partnership deal with YouTube
ITV is to make hundreds of hours of its programmes available to viewers on YouTube.
