ITV courts advertisers with automated contextual targeting
The broadcaster says the new tool will harness artificial intelligence (AI) to help brands fine-tune campaigns.
Automated targeting allows partners such as Boots to optimize tone of voice and timing / Boots
ITV is opening up its programming to advertisers like never before with the launch of an automated targeting tool that promises to deliver fresh insights into moods, objects and moments behind popular shows.
Armed with contextual knowledge, the commercial broadcaster believes that advertising partners such as Boots and Sainsbury’s will be able to fine-tune campaigns to optimize their tone of voice and timing.
Automated Contextual Targeting (ACT) has been developed by ITV’s AdLabs to harness AI to categorize streaming content according to three key metrics.
Reading cues such as facial expressions and speech, the system is able to distillate content around the themes of food, drink and mealtimes; moments of joy and beauty and cosmetics. Further buyable categories are set to be introduced down the line as the technology matures.
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Jayesh Rajdev, controller of advanced advertising for ITV, said: “More than ever, brands want to buy adjacency to the biggest and most-talked-about shows on TV, but do so with relevance. Following months of development and testing under AdLabs, our ACT pilot utilizes cutting-edge tech to help brands fine-tune the contextual relevance of their ITV addressable campaigns.”
Granular control means that advertisers seeking food-related content are no longer bound to Ainsley’s Mediterranean Cookbook, but have the opportunity to muscle in on mealtimes shown in passing on shows such as Coronation Street or a Love Island dinner date.