ITV introduces addressable advertising across linear channels

ITV has introduced linear addressable advertising across ITV2, ITV3, ITV4 and ITVBe in YouView homes, which will open up opportunities for addressable targeting for advertisers in live broadcast viewing.

The launch comes the back off a beta trial of the ad-replacement technology over the last 12 month, during which over 30 million addressable ads were deployed, powered by insights from the UK broadcaster’s registered user data.

ITV said the launch will see advertisers reach 1.3 million households.

This marks the first phase of ITV’s roll out of addressable targeting in live linear viewing, which complements the over 12 billion addressable ad opportunities that ITV said has already been delivered by its AVOD service ITVX.

ITV will be launching live linear addressability with global agency group Omnicom this month and campaigns will be planned and managed exclusively via its self-serve video advertising buying platform Planet V.

“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” said Ben Allen, ITV commercial’s director of commercial strategy and trading.

“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,” added Adam Turner, chief investment officer at Omnicom Media Group.