ITV—the United Kingdom’s biggest commercial broadcaster—announced that its premium advanced advertising platform, Planet V, officially went live for advertisers on October 5.
After almost 50,000 hours of development work customizing and configuring this unique advertising proposition, Planet V will allow both advertisers and agencies control over the planning, purchasing, and reporting of their campaigns across ITV’s VOD service, the ITV Hub.
Deployed as a wholly self-service solution, clients will be able to optimize and monitor their campaigns in real-time, 24 hours a day, every day of the year.
The platform has been developed to ITV’s specification by global technology company Amobee, leveraging its industry-leading omnichannel advertising software. Last year, Amobee announced a multi-year partnership with ITV for the exclusive UK and Ireland licensing of Amobee’s technology for end-to-end programmatic buying and selling of premium video on the ITV Hub. The agreement enables ITV to offer advertisers advanced solutions and programmatic access within its portfolio of premium digital video inventory across ITV properties exclusively through the Amobee platform.
Prior to the external launch, Planet V has operated as an in-house “concierge” solution, operated by ITV’s ad operations teams. Since this internal launch, the platform has fulfilled almost 500 million ITV Hub impressions.
“ITV has a progressive vision and, with the launch of Planet V, is making a bold statement to the market about how major content owners with unique data should operate,” says Ryan Jamboretz, Chief Development Officer at Amobee. “Working alongside the ITV team has been an honor and an ideal challenge for Amobee’s innovative engineers and technologists. Planet V represents the cutting edge in advertising solutions—one where brands and agencies can easily discover and reach their audiences by unifying their TV and digital strategies to better drive more meaningful business results.”
Powered by ITV Hub’s 32 million strong audience, Planet V launches with new addressable audience products and data-driven features, built upon ITV’s first party data and select premium data partners. Advertisers will find an array of targeting options to suit their campaign objectives, from extending the reach of linear campaigns, and alignment with ITV program content, to refining audiences to suit the campaign’s creative execution or target market.
Earlier this year, the ITV Hub saw a year-on-year increase in consumption hours of 82%, while monthly reach on the platform has risen by 40%. Original commissioning on the ITV Hub has included Britain’s Got Talent Unseen and The TOWIE Years. The ITV Hub also debuts ITVBe programming first on the service, with new episodes of ITVBe’s most popular service going live the morning before their evening transmission.
Over the next year, updated versions of Planet V will be continuously brought to clients, with the addition of inventory from other broadcasters, premium video publishers, and enhanced features and capabilities.
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