Omnicom and ITV launch live addressable TV ad trial

ITV has launched Live Addressable+, its live broadcast addressable advertising product, through an exclusive beta partnership with.

The initial trial includes more than 20 Omnicom Media brands across sectors including automotive, retail and telecommunications, before a wider market rollout planned in the coming weeks.

ITV extends addressable advertising into live broadcast

Originally introduced during ITV Palooza, Live Addressable+ extends ITV’s addressable advertising capabilities across both ITVX and live broadcast channels including ITV1, ITV2, ITV3, ITV4 and ITV Quiz.

The platform enables advertisers to apply digital-style audience targeting to live linear television inventory using data attributes including life stage, income bracket, location and shopping preferences.

ITV said the service combines the scale of broadcast television with audience targeting and dynamic pricing capabilities typically associated with digital advertising.

Planet V powers targeting capabilities

The advertising product is available through ITV’s Planet V platform and allows brands to access thousands of targeting options across live and on-demand inventory.

ITV said targeting is enabled through matching its first-party audience data with external datasets including and via its ITV Retail Match product.

The broadcaster added that the platform has been developed using privacy-focused data management principles.

ITV and Omnicom highlight future of TV buying

Ben Allen, Director of Commercial Strategy and Trading, ITV: “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.”

Danny Barnes, Chief Investment Officer, Omnicom Media UK: “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.”

ITV said the wider rollout to agency partners and advertisers will follow the initial beta period with Omnicom Media Group.

www.itv.com

www.omnicommedia.com

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