Superserve local communities
Despite uncertainty about what the current lockdown exit strategy will be, what is certain is that each of us is part of a local community, at a time when ‘community’ means more than ever. With businesses across categories opening up store-by-store and region-by-region, ITV’s 14 regions help you follow your audience and mirror your operational return to ‘normal’. So, superserve your customers by…
Tailoring your creative with a relevant regional message or regional accent
Upweighting regions where your stores are open
Adding new regions week-by-week as more of the UK returns to normal
Adding addressable targeting capabilities on ITV Hub to reach lighter TV viewers and thus increase your campaign reach
Cut costs and risk with regional advertising
With the cost of advertising on ITV regionally remaining great value for money, you can afford to spend less.
Alongside higher levels of viewing across linear live viewing and ITV Hub, your campaign will be seen by more people than a year ago too. To de-risk further, book your campaign week-by-week, capitalising on late access to airtime without penalty as we aim to make TV and VOD buying more flexible.
Test and learn as you scale up again
From mass simultaneous live reach in linear to 32m registered users on ITV Hub, everything can be broken down by region and by audience to enable you to test and learn as you scale up again.
Many advertisers already capitalise on our regionality – that’s why over half of ITV’s advertisers are able to build their business successfully by spending under £50,000 with us. It has been a great gateway for businesses to scale up from launching in one region to becoming national brands, such as:
People’s Postcode Lottery who started in Scotland region only and now have millions of customers nationwide and sponsor Emmerdale
Jet2 who added regions as they added airports to go from Leeds Bradford Airport, advertising on ITV’s Yorkshire region, to becoming a major flights and holiday brand nationwide
Some of the nation’s biggest retailers like DFS (who started in Central East) and Furniture Village (who started in Meridian) whose store opening strategy over the years has mirrored ITV regions, adding new regions as it became cost efficient
A new generation of digital native brands like Checkatrade who started in Meridian South Coast micro-region, before scaling up over time and across regions to become a major national brand
Across March to September 2020 alone, we welcomed almost 200 new brands to ITV for the first time – most of them harnessing the power of advertising regionally to do so.
The pandemic is throwing up challenges and opportunities and raising lots of questions: What is the optimum share of voice? How should you phase your campaign across the week? Are consumer habits changing?
A simple regional test and control approach will help you get some quick learnings and speedy wins. Only ITV’s regional network gives brands the ability to do that at scale flexibly.
There’s never been a better time to take advantage of ITV’s regionality and flexibility, by minimising risk and maximising opportunity.
Business Development Director, ITV Commercial