The announcement follows a successful beta trial of the ad-replacement technology over the last 12 months, during which more than 30 million addressable ads were deployed, powered by insights from ITV’s registered user data.
Addressability refers to the ability of a digital device to individually respond to a message sent to many similar devices, meaning advertisers can send personalised messages to potentially millions of different TV sets at the same time, during the same broadcast.
This is the first step in ITV's roll out of addressable targeting in live linear viewing. It complements the over 12 billion addressable ad opportunities already delivered by ITVX, extending the scale and reach of addressable targeting available to advertisers.
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.”
"A game changing step forwards for the TV industry"
ITV is launching live linear addressability with Omnicom this month and campaigns will be planned and managed exclusively via ITV’s self-serve ad platform, Planet V. The addressable ads will now run on ITV2, ITV3, ITV4 and ITVBe in all homes with YouView-enabled TVs.
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.”
Read more about ITV’s plans for its platform in our exclusive interview with Rhys McLachlan, ITV’s Director of Advanced Advertising here.