ITV has given details of its new addressable advertising platform that will launch at the beginning of 2020.
Planet V will allow advertisers and agencies control over the purchasing of their campaigns across ITV’s premium VOD service, the ITV Hub. The broadcaster says it will allow advertisers to optimise and monitor campaigns in real time. ITV’s own first party data will be blended with data provided by advertisers.
“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,” said ITV’s managing director, commercial, Kelly Williams.
The platform is built on global digital company Amobee’s advertising technology following ITV’s exclusive UK and Ireland licensing agreement with Amobee announced earlier this year and as part of its launch ITV is extending an open invitation to any other broadcaster to join the platform.
Development work has been ongoing since March of this year with the anticipation of a launch in February 2020.
Since announcing the deal in March of this year, ITV has been working closely with Amobee to design, develop and integrate the capabilities specifically required for premium video inventory into the ITV Hub.
Planet V will launch externally in February next year, following an initial concierge period beginning in December 2019 where the product will begin being rolled out to agencies with ITV support. Throughout 2020 updated versions of Planet V will be continuously brought to clients with enhanced features and capabilities.
The ITV Hub recently achieved 30m registered users, well ahead of ITV’s previously announced target of hitting that figure in 2021.
The platform has been boosted by the early kick-offs in the Rugby World Cup, with 26m simulcast requests throughout the 2019 tournament.