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Future of TV Addressable TV ITV

ITV adds new personalization tools to its Planet V addressable TV platform


By Hannah Bowler, Senior reporter

November 11, 2021 | 3 min read

ITV has updated its Planet V addressable TV platform and partnered with the British Army to test the software for the Army’s hyperlocal campaign.


ITV ties with the British Army for its hyper-local campaign via Planet V

A year after launching its addressable solution, ITV and video personalization experts Cablato have built a ‘dynamic creative solution’ tool that enables advertisers to tailor their ads for specific locations, audience segments and product ranges.

As the first organization to trial the technology, the British Army will use the platform to promote its local reserve centers pushing out 112 different versions of its latest advert. This is made possible by mapping the Army’s local and national units back to 18 different ITV micro-regions.

The platform also offers automatic creative smart versioning, which handles content insertion, offers, pricing and store location replacement.

Cablato’s chief technology officer Alex Vernikov said users will benefit from the tool’s “centralized ad management platform that simplifies the production and delivery of data-driven TV campaigns.”

Cablato research revealed programmatic audience targeting coupled with this new service can boost a campaign ROAS by 25%.

Planet V came to market in October 2020 as ITV’s rival to Sky AdSmart. In its first year in operation, the self-service tool has more than 850 users from media buyers to agencies and in-house advertisers.

“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,” added Hannah Barlow, group head of ITV commercial.

The news comes as the broadcaster posted a 29% revenue bump in H1 2021.

Future of TV Addressable TV ITV

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