ITV, the UK’s largest commercial broadcaster, is enhancing its advertising strategy by utilizing an API-driven first-party ad server developed by data and AI leader SAS. This advanced solution enables personalized advertising for the 40 million registered users of ITV’s content hub, ITVX.
ITVX Success and User Engagement:
A year after its launch, ITVX has achieved remarkable milestones:
- User Base:
- 40 million registered users.
- 2.7 billion streams, a new record for ITV.
- Rugby World Cup Streams:
- 60 million views, marking an 80% increase from the 2019 tournament.
Shifting Advertising Trends:
Advertisers are increasingly allocating budgets to platforms that offer verified audiences and automated buying options. Streaming services and Connected TV are well-positioned to capitalize on this shift, provided they have a robust and flexible advertising technology foundation.
SAS 360 Match:
SAS 360 Match is the intelligent advertising solution driving ITV’s personalized ad strategy. It offers:
- Real-Time Ad Decisioning:
- Delivers targeted ads on-demand and during live simulcasts.
- Forecasting and Inventory Management:
- Enables confident forecasting of digital audiences and ad inventory.
- Contextual Relevance:
- Provides ads based on deep analytics of viewer content preferences.
- AdTech Stack Development:
- Embeds advertising intelligence for better control of monetization and the digital advertising ecosystem.
ITV’s Ad Monetization Strategy:
With SAS 360 Match, ITV can:
- Optimize AVOD Strategy:
- Intelligent ad-supported video on demand, even in a cookie-less environment.
- Enhance Ad Content:
- Deliver contextually relevant ads based on viewer analytics.
Planet V Platform:
Planet V, ITV’s self-serve programmatic platform, is a key innovation integrated with SAS 360 Match:
- Campaign Booking Options:
- Based on show content and audience data.
- High-Fidelity Integration:
- Facilitates efficient ad delivery and campaign management.
Future Advancements:
ITV is exploring addressable linear advertising, allowing different ads to be shown to different households watching the same program. This is enabled by set-top boxes and smart TV technology.
Collaborative Development:
Alex Maison, Head of Digital Ad Platforms at ITV, emphasizes the collaborative innovation with SAS:
- Development Flexibility:
- ITV defines its own development queue, building needed features independently.
- Innovation Through Collaboration:
- Conversations with SAS often lead to better-than-anticipated solutions.
Supporting Quotes:
- Alex Maison, ITV:
- “We’ve been able to progress at a great pace and keep ahead of the market because of those conversations.”
- Roderick Crawford, SAS:
- “Our customer intelligence software helps deliver personalized ads to ITVX’s 40 million users. We’re delighted to support ITV’s ambitious plans to lead UK streaming and grow digital revenue.”
ITV’s partnership with SAS has significantly advanced its ad monetization strategy, leveraging cutting-edge AI to deliver personalized advertising experiences. With continued innovation and a robust technological foundation, ITV is well-positioned to achieve its ambitious goals in the UK streaming market.