ITV has announcesdthat its live broadcast addressable advertising product, Live Addressable+, is now live, launching with an exclusive beta trial in partnership with Omnicom Media Group.
The initial trial in this exclusive partnership goes live with over 20 Omnicom Media brands across a range of categories including automotive, retail and telecoms before rolling out to the wider market in the coming weeks. Live Addressable+ brings thousands of addressable targeting options to ITV’s live linear broadcast channels for the first time.
Originally unveiled at the ITV Palooza, Live Addressable+ applies ITV’s full suite of existing addressable capabilities seamlessly across ITVX and ITV broadcast channels ITV1, ITV2, ITV3, ITV4, and ITV Quiz, leveraging the power of digital targeting across both on-demand viewing and live broadcast channels. Live Addressable+ brings unrivalled reach for addressable advertising, precision targeting for all inventory, and dynamic, duration-based pricing.
Bookable through Planet V, thousands of targeting options available across the full suite of ITV viewing, including live linear television, give advertisers the chance to reach viewers based on attributes like life stage, income bracket, location, and even auto purchase or shopping preferences. This is achieved by matching ITV’s first-party audience with extensive databases such as Carwow or Tesco’s Clubcard via the ITV Retail Match product, all built using privacy-by-design principles to protect viewers’ data.
Ben Allen, ITV Director of Commercial Strategy and Trading, said: "Live Addressable+ brings together the unparalleled scale and reach of broadcast television with the precision and targeting capabilities of digital and is both a powerful new tool for the advertisers and a step towards the future of how television will be bought and sold. I’m delighted to be bringing this to the market alongside Omnicom and their key brands for this initial, exclusive period before we roll it out to our partner agencies and clients.”
Danny Barnes, Chief Investment Officer at Omnicom Media UK, said: “Live Addressable+ represents a significant evolution in how brands can access the power of television. By combining ITV’s unmatched broadcast reach with sophisticated addressable targeting in live environments, it enables greater precision, relevance, and accountability at scale. Partnering with ITV on this exclusive launch helps us to shape the next phase of addressable AV buying for our clients.”
Source: https://www.itv.com/presscentre/media-releases/itv-launches-live-addressable-omnicom
