ITV strikes deal to use Boots and Tesco’s retail media data to target ads
UK broadcaster ITV has inked a landmark deal with Tesco and Boots’s newly-launched retail media groups to bring better targeting and measurement to its ITVX platform.
ITV ties with Boots and Tesco
The new service has been called ‘Matchmaker’ and is a cookieless solution that plugs into first-party data adtech firm InfoSum. The tech works by matching ITV’s existing first-party data collected through sign-ups with Tesco’s Clubcard and Boots’ Advantage Card databases.
The integration will allow advertisers using the retail media offerings from Boots and Tesco to better target ITV audiences and then measure sales uplift among those who have seen an ad.
Tesco and Boots are the first to tie with the broadcaster, but with the European retail media market worth an estimated $8.5bn, according to IAB Europe, more deals are likely.
Retail media is having a boom as online customer data gets scarce. Boston Consulting Group (BCG) estimates that, globally, it will grow by 25% a year over the next five years to be worth $100bn and account for over 25% of total digital media spending by 2026.
The partnerships are among a suite of ad product announcements from ITV’s AdLabs department unveiled at its annual Palooza showcase event. While ITVX will include an ad-free option for £5.99 a month, ITV is positioning its streamer as an advertiser video on demand (AVOD) platform.
ITV’s advanced self-serve programmatic platform Planet V is getting an upgrade. Planet V 2.0 is being pitched as an enhanced version, giving buyers extra functions and solutions to run campaigns. Planet V’s revamp was developed off the back of user feedback and is currently in the beta testing phase.
AdLabs has also created a new free measurement tool called ‘Share of Voice by ITV,’ powered by TV planning firm Adalyser. The solution lets brands see how their performance stacks up to their market competitors.
‘Share of Voice by ITV’ brings minute-by-minute data from Barb, Clearcast and Nielsen into one platform and allows advertisers to dig into audience data and competitor profiles.
All new ad products are being rolled out ready for the launch of ITV’s AVOD streamer ITVX, which drops on December 8. At launch ITVX’s ad load will be similar to ITV Hub with pre-rolls and mid-rolls; however, ITV said it is consulting with a group of 100 industry execs to explore new formats and times for 2023.
This industry steer group is currently exploring 14 new ad concepts including FAST channel partnerships, shoppable, dynamic A/B testing and playback control.
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The ad product announcement follows ITV’s brand refresh, which aims to blur the lines between linear and digital.