ITV unveils addressable TV ad solution Planet V as Sky AdSmart alternative

ITV unveils addressable TV ad solution Planet V as Sky AdSmart alternative

ITV has unveiled the first details of its addressable TV advertising product due for 2020. It announced Planet V ahead of the ITV Palooza at the Royal Festival Hall Tuesday (12 November).

As a competitor of Sky AdSmart (which sealed a deal with the BBC this morning to personalise trailers), ITV's product will allow advertisers and agencies more control of campaigns across ITV’s premium VOD service.

With the ITV Hub hitting 30 million subscribers, advertisers can now blend ITV first-party data with their own data to reach audiences. Furthermore, it said brands can now optimise and monitor campaigns in real-time.

The broadcaster has faced off calls to join Sky's addressable project and has opted to launch its own offering which is built on global digital company Amobee’s advertising technology.

ITV is welcoming other broadcasters to join its network, although much of the market is already locked down with Virgin Media, BBC, Channel 4 and Channel 5 partners of AdSmart.

Planet V will launch in February 2020, following tests from December 2019.

Kelly Williams, managing director of commercial at ITV, said: “Planet V is a significant step forward for us, meeting the widening demands of advertisers and bringing ITV’s unparalleled combination of mass simultaneous reach and targeted advertising. It will be a continually evolving platform, providing the very best frictionless, data-driven buy, in a premium, brand-safe environment, for our clients.”

Steve Ballinger, managing director of commercial and trading at Dentsu Aegis Network said: “It's fantastic ITV has taken a leadership position in this area. Planet V is exactly what the industry needs. ITV is investing in technology to enhance and evolve how we buy programmatic, data targeted VOD in premium inventory and that can only be a good thing for clients.”

The ITV Hub will be a primary ad space for the ITV/BBC-owned streaming service BritBox that launched in the UK this week. Check out how its top marketer plans to use the network to get the word out about the new SVOD player.

It comes as the broadcaster's revenue rose by 1% over the third quarter with help from Rugby World Cup and JustEat.

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