ITV launches dynamic creative on Planet V with Army campaign

ITV has inked a deal with OMD’s Omnigov agency ManningGottlieb and the British Army as its first advertiser to use “Dynamic Creative” on its self-service programmatic video platform Planet V.

The British Army will launch a geo-targeted campaign on ITV Hub with 112 different versions of 20-second spots, created by ad agency Karmarama.

ITV launched Planet V last year, and it has integrated its dynamic creative solution one year on with technology specialist Cablato to allow advertisers to dynamically tailor their TV ad creative on its broadcaster VOD platform ITV Hub for different locations, audience segments and product ranges.

For the British Army campaign it wanted to promote the hyper-locality of its Army Reserves centres.

The Army mapped its local and national reserves units on to 18 different ITV micro-regions and will use geo-dynamic targeting in its creative based on location and the day of the week so they will serve 112 individual versions of its ad via Planet V integration with ITV Hub and Cablato.

Richard Matthews, investment director at Omnigov, said: “For this British Army Reserves campaign, hyper-locality was critical to the brief in order to maximise audience relevance. The opportunity to bring this to life on ITV was too good to miss, which is why we are thrilled to be working with Capita, Karmarama, and ITV on this new Planet V dynamic creative innovation.”

ITV pointed to Cablato research showing that “dynamic creative relevance” can contribute to campaign uplift and return on ad spend by an additional 25% when used alongside programmatic.

Hannah Barlow, group head at ITV Commercial, said: “Combining the unique brand storytelling capabilities of TV advertising with tailored messaging and programmatic targeting unleashes new possibilities for both brands new to ITV, and for brands seeking smart new ways of deploying digital budgets.”

ITV says it is the first broadcaster to launch this kind of initiative in Europe and Planet V has 850 individual users including media and digital agency groups, independents and in-house programmatic teams.