ITV build on 2019 growth with rival to Sky Adsmart
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
Want to see your advert alongside some of the biggest TV moments of 2020? Get in touch with our friendly team today.
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
70% will use TV catch-up services over Christmas
UK viewers won’t be tied to the TV schedule this Christmas holiday, according to Ofcom research, which shows we’re now using our TV devices more than any other major country, via devices such as smart TVs, mobile, tablets, games consoles, etc.
Ofcom research suggests that 70% (31m) of UK adults will watch TV using free-to-air catch-up services such as ITV Hub, All4 and 5 On Demand this December. This is great news for advertisers using VOD in their marketing mix.
Online adults in the UK are the most likely to watch catch-up TV on a tablet (16%) and use an online service to watch TV or films (81%).
Despite these trends, traditional live TV remains the most popular way of tuning in, particularly on New Year’s Eve when more than nine in 10 viewers (11.4 million) watched live at midnight last year.
Overall on average, people in the UK are watching 3 hours 40 minutes of TV per day, and seen steady figures over the last few years, which keep TV one of the most powerful mediums of all time.