ITV has used its biggest advertiser event outside of London to launch 3 new commercial innovations.
At the ITV Showcase in Manchester, it revealed Lead Gen Ads, ITV YouTube Affinities and Outcomes Planner which it said would help commercial clients get the most out of their TV ad spend.
“For its 70 year history brands and businesses have been built with ITV’ – we are the media multiplier, and the engine for growth,” said Jason Spencer, ITV Business Development Director.
“ITV Showcase is a key event for us to both demonstrate and celebrate that process with recent successes and to look at what’s coming next by unveiling new opportunities to hundreds of advertisers.
“All of these new innovations, Lead Gen Ads, ITV YouTube Affinities, and the ITV Outcomes Planner, are powerful new tools designed to empower our commercial clients and deliver exceptional value from their TV advertising spend.”
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ITV Lead Gen Ads is an interactive ad format, to enable advertisers to capture interest and qualified leads directly from the TV ad on ITVX. Viewers can convey they interest in the advert through their remote, consenting ITV to share their details with the brand, via a screen pre-populated with the viewer’s email address provided at the point of ITVX account registration.
ITV stated that it was “carefully designed to drive light-touch interaction without disruption.”
It’s currently in a beta testing phase with a limited number of advertisers.
ITV YouTube Affinities has been designed to enable brands to target highly relevant audiences, using ITV and Google search data. This builds on the distribution and commercial partnership ITV and YouTube launched at the beginning of this year.
Finally, ITV Outcomes Planner, is a planning tool for SMEs to forecast short term metrics such as web traffic to support business cases for TV investment.
