ITV launched its premium advanced advertising platform, Planet V. This advertising proposition will allow both advertisers and agencies control over the planning, purchasing and reporting of their campaigns across ITV’s VOD service, the ITV Hub. Deployed as a wholly self-service solution, clients will be able to optimize and monitor their campaigns in real time, 24 hours a day, every day of the year.
“Over the course of the next few years, the rate of change in the way content is produced, distributed and consumed to enable addressable advertising is only going to continue to accelerate. To ensure that we are at the forefront of driving change that works for both ITV and our customers, we have created Planet V. This continuously evolving platform is designed to provide clients and advertisers with an unrivalled combination of access to premium video content, and programmatically enabled targeted advertising, whilst continuously operating at ITV’s gold standard level,” said Rhys McLachlan, Director of Advanced Advertising at ITV.
The platform has been developed to ITV’s specification by global technology company Amobee, leveraging its industry-leading advertising software, following an exclusive licensing agreement for the UK and Ireland struck in 2019. Prior to external launch, Planet V has been used as an in-house “concierge” solution, operated by ITV’s ad operations teams. Since this internal launch, the platform has fulfilled on almost 500 million ITV Hub impressions.
Powered by ITV Hub’s 32 million strong audience, Planet V launches with new addressable audience products and data-driven features, built upon ITV's first party data and select premium data partners. Advertisers will find an array of targeting options to suit their campaign objectives, from extending the reach of linear campaigns, and alignment with ITV programme content, to refining audiences to suit the campaign's creative execution or target market.
“ITV has a progressive vision and, with the launch of Planet V, is making a bold statement to the market about how major content owners with unique data should operate. Working alongside the ITV team has been an honor and an ideal challenge for Amobee’s innovative engineers and technologists. Planet V represents the cutting edge in advertising solutions – one where brands and agencies can easily discover and reach their audiences by unifying their TV and digital strategies to better drive more meaningful business results,” commented Ryan Jamboretz, Chief Development Officer at Amobee.
Over the next year, updated versions of Planet V will be continuously brought to clients with the addition of inventory from other broadcasters and premium video publishers, and enhanced features and capabilities, the company said.
● A NEW ERA OF ADDRESSABLE TV ADVERTISING
At the same time, the company announced the launch of linear addressable advertising across ITV2, ITV3, ITV4 and ITVBe in YouView homes, opening up addressable targeting for advertisers in live broadcast viewing across 1.3 million households. This 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.
“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,” commented Ben Allen, Commercial’s Director of Commercial Strategy and Trading at ITV.
According to the company, 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 sophisticated addressable targeting available to advertisers. ITV is launching live linear addressability with Omnicom this month and campaigns will be planned and managed exclusively via Planet V.
“We are 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,” declared Adam Turner, Chief Investment Officer at Omnicom Media Group.