ITV has launched a new GenAI Ads Manager platform powered by Magnite’s streamr.ai technology, designed to make TV advertising more accessible to small and medium-sized enterprises (SMEs).
The bespoke platform enables advertisers to automatically generate broadcast-quality commercials using content from their own websites and social media pages, with creative input from ITV’s in-house production team. Ads can be produced in under 30 seconds through a low-cost entry package, with the system trained to meet UK broadcast compliance standards.
The platform integrates the Broadcast Advertising Code (BCAP) within the creative workflow and feeds directly into ClearCast’s clearance process, ensuring all output meets the required standards for television broadcast.
ITV’s commercial creative division already assists over 200 new-to-TV brands each year, and all commercial staff have now been trained to use the AI-powered system.
Jason Spencer, Business Development Director at ITV, said: “After our groundbreaking launch of GenAI ads last year, this is the next exciting stage in making TV advertising more accessible for any small business. By using the ITV GenAI Ads Manager powered by Magnite’s streamr.ai, we’re continuing our commitment to support SMEs and democratise the creative production process.”
Jonathan Moffie, Head of Agentic Product at Magnite, added: “Streamr.ai is built to remove barriers and make high-quality video production accessible to every business. Partnering with ITV to launch the GenAI Ads Manager brings that vision to life on the UK’s biggest stage.”
The new platform forms part of ITV’s wider commercial innovation strategy, which aims to simplify and scale access to television advertising for smaller brands through AI-driven tools and self-serve creative services.
