ITV will enable advertisers to compare their TV presence with their competitors, the company announced during its annual ITV Palooza event.
The event at London’s Royal Festival Hall — a stage featuring on-screen talent and news about tools and initiatives to woo advertisers — unveiled tools which enhanced its targeting, matching and measuring capabilities.
ITV AdLabs, the broadcaster’s advertising innovation arm, is launching a new free self-service share of voice tool with TV insights company Adalyser that enables advertisers to compare their TV presence with competitors. It leverages BARB, Clearcast, and Nielsen data to provide more actionable insights, as well as customisation across audience, competitor profile, category, TV media, and regional footprint.
The UK’s biggest commercial broadcaster also announced it would be introducing a cookieless retail media matching tool with Tesco’s customer data arm Dunnhumby and Boots Media Group. The Matchmaker solution uses Infosum’s “privacy-first” data platform InfoSum to match ITV’s pre-existing first-party audience with Clubcard and Advantage Card databases, allowing FMCG advertisers to improve their video-on-demand targeting.
Planet V 2.0, a new version of ITV’s addressable video ad-buying platform Planet V, has started beta testing and will give advertisers and agencies more functionality and parameters in planning, purchasing, and reporting of its campaigns in a new design. The pilot is planned with a select group of customers before being rolled out more widely.
ITV Commercial, the broadcaster’s ad sales division, and a panel of 100 customers additionally identified 14 priorities for ITVX to explore in the New Year. These include shorter ad time lengths, FAST channel sponsorship, playback control, shoppable advertising, and A/B testing.
Kelly Williams, ITV’s managing director, Commercial, said: “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.”
