ITV Makes a Big Move into Addressable TV Advertising

“This partnership with Sorenson Media is the first step in allowing us to deliver to advertisers the best of both worlds – TV’s unique ability to deliver mass audiences alongside more data-driven targeting.” – Kelly Williams, Commercial MD at ITV

We recently wrote a comprehensive blog on addressable TV advertising. So if you feel the need to catch up on a more in-depth article covering what it is and why it’s hot, give that a read now!

In this article, we explore ITV’s move to match Sky and Channel 4 and bet big on addressable TV advertising. At the Living Room we feel that it’s a good move by the network.

After all, increased targeting via TV can only be a good thing right?

The move will allow ITV to target opt-in viewers (with smart TVs). This will allow them to deliver personalised advertising to that household, based on their viewing preferences.

It may all sound a little bit too Big Brother for some but calm your Orwellian spirit because the data used, much like through social networks, is anonymous and protected.

What it will mean for the viewer is more relevant adverts. The move sees ITV partner with Sorenson Media and as the company’s senior VP of EMEA, Brian Jentz, suggests the move will result in a more meaningful ad experience for smart TV viewers (which, eventually, will be all of us) –

“Sorenson Media is excited to partner with market leader ITV to help advertisers better reach their audience while providing more relevant and meaningful ad experiences for viewers. Audiences will now be able to watch ads which are more personalised to them, and increasingly engaging.” – Brian Jentz

Is it a good move?

In our opinion addressable advertising, whilst still in the very early stages, is something well worth exploring.

The likelihood is that most households will move to smart TVs over the next decade and the ability to offer people relevant adverts is only good news for advertisers and viewers.

With Sky, Channel 4 and now ITV betting on addressable it’s likely that these networks will help popularise its use and make it the new norm.

What remains to be seen is how the public will respond to more targeted ads. Will it increase TV’s lead as the most effective advertising platform or will it become an irrelevant development?

Is addressable the future?

Addressable does bring TV advertising more in-line with the targeting offered by other advertising mediums, most notably online platforms whose main USP is their detailed targeting of audiences.

The question is whether TV advertising requires this development. The latest research demonstrates that TV remains by far the most effective advertising platform at delivering an ROI with TV providing 71% of all advertising generated profit.

In our opinion, the progression is very positive.

Got a question about TV advertising or addressable advertising? Speak to The Living Room today for friendly and expert advice.