2020’s ITV Palooza - our annual commercial and programming showcase - swapped out the red carpet for a star-studded online show for our advertising partners. ITV’s commercial bosses Kelly Williams and Simon Daglish joined CEO Carolyn McCall and Director of Television Kevin Lygo to reveal our upcoming plans. Taking the theme of ‘re-ignition’ we shared new programming and commercial initiatives to reignite television, business and lift the nation's spirit across 2021.
7 ways ITV can help you reignite your business in 2021
1) Planet V
One of TV’s many strengths has always been transparency. As the delivery and distribution of television transitions from broadcast to IP - through our on demand platforms, connected TVs or set-top boxes - we’re committed to maintaining that transparency in TV’s digital future.
Last year we announced the launch of Planet V: a fully transparent, addressable advertising platform built specifically for television, using our 1st party, registered data. The real benefit is the self-service functionality. As we like to say, Planet V is about “your advertising in your hands”, with the ability for you to plan and book your own campaigns 24/7. We’re thrilled to reveal that we already have over 200 active customer users, fully trained, using their live self-service accounts, and we’d love you to join them.
We’ve recently signed a deal with InfoSum to be Planet V’s data management partner. Infosum is a data management start-up with some very smart tech that allows us to match ITV’s 1st party data with other 1st party data sources, in a secure and compliant data ‘bunker’. We’ve been so impressed with their technology, and so committed to the partnership, that we’ve taken a financial stake in their most recent round of funding.
For the first time, we can securely merge your data with ITV’s for smarter targeting and measurement across our premium video inventory. Together, we now have the capability to build new and more powerful audience segments, at scale and unique to each advertiser. We’re keen to test and learn with as many partners as possible.
3) Join us for adventures in data!
Just as we’ve invested in our digital and data capabilities, so we’ve also developed our customer insight and planning credentials. What’s interesting is when these worlds come together. For example...
As Covid spread, ITV was a trusted source of information for a news-hungry nation. Our analysis of viewing data highlighted a group of viewers who watched more news bulletins and briefings than the average viewer, and we called them ‘Covid Cautious’. If you’re a travel brand, it’s possible to exclude these Covid Cautious customers, as they may not feel quite ready to fly or plan their holidays just yet. Similarly, they may be more open to hearing about pharmaceutical brands.
It’s a great example of how we’re becoming smarter as we think about audience segmentation. In 2021 we're setting up several work streams to help you take advantage of the opportunities data and technology can create in both VOD and linear. We’re seeking advertising partners who want to experiment with us next year and explore…
Even more ways to segment our audience, just like the ‘Covid Cautious’
The short term impact of TV on metrics like search queries
The impact of ad quality on effectiveness
How to prove the sales impact of TV without costly and time consuming econometrics