ITV has announced a trio of pioneering new advertising technologies as it prepares to launch its new streaming service ITVX, which will replace ITV Hub on December 8.
ITV Matchmaker, developed in partnership reated with Tesco’s customer data partner, dunnhumby, and Boots Media Group, allows advertisers who supply both retail giants to enhance their VOD targeting with category shopper audiences on ITVX using loyalty card data, and measure precise sales uplift among those who’ve seen an ad.
Matchmaker is entirely cookieless, utilising InfoSum’s privacy-first data collaboration platform to securely match ITV’s existing registered first-party audience with Tesco’s Clubcard and Boots’ Advantage Card databases.
According to IAB Europe the retail media market is already worth €8bn, and is largely dominated by ad spend in the digital media market.
ITV’s AdLabs has also launched Share of Voice, a reporting tool powered by Adalyser which allows brands to measure their TV presence and compare themselves to others in their market. The new service means analysis that may have previously taken customers hours can now be done in minutes.
By harnessing the power of BARB, Clearcast and Nielsen data, ITV’s new self-service tool provides actionable insights fast, allowing customers to see how their brand’s SOV stacks-up against competitors in a level of detail that’s unparalleled.
The platform allows customisation across audience, competitor profile, category, TV media and regional footprint, with the aim of allowing planners and their clients to make timely decisions by knowing what impact their campaigns have had, so they can maximise their audiences, look through the lens of untapped audiences and potentially discover hidden opportunities.
Planet V 2.0 aims to put more control into buyers’ hands. It allows both advertisers and agencies control over the planning, purchasing and reporting of their campaigns. The new platform, built to coincide with the launch of ITVX, will provide users with a new look, better functionality and more parameters to help build more effective campaigns.
Building on the UK’s second largest self-serve programmatic video platform, the pilot is planned to start with a select number of customers before being rolled out more widely.
ITV Commercial is also looking into at least another 14 high-tech advertising concepts moving forward, having brought more than 100 individuals from across the industry on board to help prioritise opportunities on its new free streaming service.
Among those concepts being explored going into 2023 are shorter ad time lengths, FAST channel sponsorship, playback control, shoppable advertising and A/B testing.
Kelly Williams, ITV’s MD, Commercial, said: “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.
“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.”
