ITV’s answer to Sky Adsmart will launch in February 2020, allowing brands to combine ITV’s first-party data with their own, and monitor and optimise campaigns in real-time.
Planet V, announced in November 2019, will allow advertisers more control of their video on demand services.
Kelly Williams, managing director of commercial at ITV, said: “Planet V is a significant step forward for us, meeting the widening demands of advertisers and bringing ITV’s unparalleled combination of mass simultaneous reach and targeted advertising. It will be a continually evolving platform, providing the very best frictionless, data-driven buy, in a premium, brand-safe environment, for our clients.”
This latest development adds to ITV’s growth in 2019, with viewing hours increasing by 13%.
ITV also reached 500m hours of viewer consumption, after meeting its 30m users target two years early.
ITV’s top shows of 2019 included:
- Love Island
- Coronation Street
- I’m a Celebrity… Get Me Out of Here!
- The Only Way is Essex
- and the Rugby World Cup
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Sources: https://www.thedrum.com/news/2019/11/12/itv-unveils-addressable-tv-ad-solution-planet-v-sky-adsmart-alternative , https://www.thedrum.com/news/2020/01/10/love-island-pushes-itv-hub-viewing-up-13-500m-hours-2019