Challenges and Objectives

Let’s be honest: QR codes are the hangover the industry never quite shook off. A relic of sticky tables and COVID anxiety. We call them a digital bridge; viewers call them a chore, an awkward prompt to stop watching and start fumbling for a phone. The moment they look down, they’re gone – lost to WhatsApp, Instagram and a pile of notifications. Performance marketing had quietly accepted this, scrambling for cheap, low-quality

interactions through formats that create drop- off rather than action. ITV wanted the opposite: to stop telling people to look away from the most immersive screen in the house, and turn performance marketing into genuine marketing performance – high-intent, high-fidelity results.

Idea & Implementation

Consumer intent is lost the moment a viewer looks away. Rather than forcing users to second-screen devices, we flipped performance marketing by repurposing the remote control. By transforming the familiar 'point and click' experience into a signal of verified intent, we removed the friction and captured demand seamlessly.

Targeting Strategy

• Data-Driven Innovation: Leveraged ITVX’s 42 million logged-in users to enable pre-filled viewer details, marking the first time authenticated BVOD registration data has been used to power lead capture directly on the TV screen.

• Frictionless UX: Designed a genuine two-click journey where viewers simply click 'Interested' and confirm their details. This eliminates typing, loading screens, and the chance for viewer distraction.

• CTV Performance Tool: Successfully transformed the standard remote control into a precision lead-generation tool, scaled across the entire ITVX platform.

• Content-Agnostic Strategy: Deployed the format across all genres—from prestige drama to reality TV—allowing the campaign to reach high-attention audiences at the exact moment they are most engaged and ready to act.

Client Quote

“Collaborating with ITV on their Lead Gen Ads pilot was a truly innovative step for our

TV advertising strategy. The pilot’s results were immediate and impressive, outperforming

our benchmarks for cost-per-lead. It shifted our perspective on what TV advertising can achieve, proving that it’s not just a brand awareness channel, but a route to driving

performance.”

Tom Blair, Senior Manager, UK&I – Home Fragrance (Yankee Candle, WoodWick), Newell Brands