The data will be available in the UK from September, providing marketers with greater insights into CTV investment.
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| Maria Iu
The deal will see the streaming platforms host each other’s shows, starting from 16 July.
ITV set out to explore how young people really watch TV. What we uncovered about TV’s cultural role in the UK was even more surprising.
Ampere’s new social video tracking tool has revealed a shift towards more long-form content and the types of content that dominate broadcasters’ YouTube channels.
The broadcasters’ self-serve ad marketplace is aimed at small to medium-sized businesses and digital-native advertisers used to buying their own media in social and digital environments.
The broadcaster announced two other commercial innovations at its Showcase event in Manchester: Lead Gen Ads and YouTube Affinities.
Five months after ITV and YouTube inked a new partnership deal to bring full episodes of ITV programmes to the platform, the broadcaster is seeing incremental audience reach without cannabalisation, and appealing to more FELT brands.
The “Baby Lantern” proof-of-concept pilot is already able to track how TV ads impact consumer behaviour in the near term.
ITVX will recoup its investment this year, earlier than anticipated, and ITV Studios achieved record profit thanks to cost-cutting measures and a new digital distribution strategy.
A new study by Vevo and Amplified Intelligence found “premium” YouTube channels drive 40% more active attention than non-premium channels.