Brands will be able to use addressable advertising across ITV’s linear channels in homes with YouView.
The broadcaster has trialed the ad-replacement technology over the last 12 months. During that time, more than 30m addressable ads were deployed, using insights from its registered user data.
Now it plans to offer the services across ITV2, ITV3, ITV4 and ITVBe.
“Linear Addressable has been a key objective as we evolve our commercial proposition and our offering to advertisers,” explained Ben Allen, ITV Commercial’s Director of Commercial Strategy and Trading.
“It materially enhances our addressable footprint and is an important milestone towards our target of enabling addressability across our entire output.”
It will be launched with Omnicom this month and campaigns will be planned and managed exclusively via Planet V.
“We’re 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,” added Adam Turner, Chief Investment Officer at Omnicom Media Group.
