Capita, in partnership with the British Army, via ManningGottlieb OMD’s Omnigov agency, are the first advertiser to trial ITV’s pioneering new dynamic creative solution. ITV have built an integration with video personalisation technology specialist, Cablato, available exclusively to users of ITV’s self-service programmatic platform, Planet V. The solution enables advertisers to dynamically tailor their TV ad creative on ITV Hub for different locations, audience segments or product ranges creating a variety of different creatives at scale.
The Army is promoting the hyper-locality of their Army Reserves centres. These Local and National units have been mapped back to 18 different ITV Micro-regions, with geo-dynamic elements in the creative based on location and day-of-week. In total, 112 different versions of the advert will be utilised seamlessly, an unprecedented volume of executions made possible by Planet V’s integration with Cablato.
For this British Army Reserves campaign, hyper-locality was critical to the brief in order to maximise audience relevance. The opportunity to bring this to life on ITV was too good to miss, which is why we are thrilled to be working with Capita, Karmarama, and ITV on this new Planet V dynamic creative innovation.Richard Matthews, Investment Director at Omnigov
Cablato’s platform automates creative smart versioning, Clearcast approval, and creative delivery, whilst ad-decisioning and ad-serving takes place in Planet V. Cablato’s creative technology handles a variety of smart versioning dynamically, including content insertion, offers, pricing, and store location replacement.
According to research by Cablato, dynamic creative relevance can bolster campaign uplift and ROAS by a further 25%, when used alongside programmatic audience targeting.
The launch of dynamic creative on ITV Hub comes at an exciting time for Planet V users. Combining the unique brand storytelling capabilities of TV advertising with tailored messaging and programmatic targeting unleashes new possibilities for both brands new to ITV, and for brands seeking smart new ways of deploying digital budgets.Hannah Barlow, Group Head at ITV Commercial