ITV has launched three new tools to help its commercial clients get the most out of their ad spend.
Lead Gen Ads, ITV YouTube Affinities and Outcomes Planner were unveiled at ITV Showcase in Manchester, in from of an audience of 500 advertisers and agencies.
“For its 70-year history brands and businesses have been built with ITV – we are the media multiplier, and the engine for growth,” said Jason Spencer, ITV Business Development Director. “All of these new innovations, Lead Gen Ads, ITV YouTube Affinities, and the ITV Outcomes Planner, are powerful new tools designed to empower our commercial clients and deliver exceptional value from their TV advertising spend.”
ITV Lead Gen Ads is described as a “pioneering new interactive ad format” that enables advertisers to capture interest and qualified leads directly from the TV ad on ITVX. Viewers consent to ITV to share their details with the advertiser via a screen pre-populated with the viewer’s email address provided at the point of ITVX account registration.
ITV says Lead Gen Ads are a seamless part of the ITVX viewing experience, and have been carefully designed to drive light-touch interaction without disruption. ITV have invited a limited number of advertisers to take part in their beta testing programme and are launching a limited number of pilot opportunities.
ITV YouTube Affinities is a brand new targeting opportunity for brands, supported by brand lift studies to measure impact. This new format brings together ITV’s premium, brand-safe content with Google’s unique audience and search data behind ITV’s YouTube channels to enable brands to target highly relevant audiences according to their interests. It shows the increasing importance of YouTube
Finally, ITV Outcomes Planner is a brand new planning tool which allows SMEs to forecast short term metrics such as web traffic to support business cases for TV investment. Powered by 750 outcomes studies from both ITV’s Measurement Innovation Team and its partnership with Viewers Logic, the tool is aimed at SMEs at the start of their TV advertising journey and builds on ITV’s investment over the past three years in market-leading outcomes tools.
ITV Outcomes Planner is a dynamic, easy-to-use, intuitive tool that allows marketers to predict their campaign outcomes based on different scenarios, such as budget size, brand size, campaign length and seasonality and is free for any business to access.
