ITV is bolstering its data-driven addressable advertising on the ITVX platform through a partnership with Publicis Media which it is claimed offers clients more sophisticated targeting beyond broad demographics.
Birds Eye has become the first brand to run a campaign using the new tool, which employs the Core ID solution from Epsilon – the data giant Publicis acquired in 2019 for $3.95bn (£3.1bn) – through Publicis’ advanced TV practice, dubbed PMX Lift.
The partners insist clients will be able to match target consumers with ITVX’s logged-in users and deliver a consistent ID solution at scale.
Birds Eye head of media Colin Buckingham said: “As our AV and media mix evolves, we want to continue to be working on ways that help future proof our advertising performance by finding new ways to reach our key audiences at scale.”
The solution – claimed to be an industry first – looks to enable brands to more accurately target their desired audiences within the ITVX platform, and also uses InfoSum’s “clean room” technology, allowing brands, media owners, data owners and other companies can connect data without ever sharing it.
Publicis Media clients, which also include AXA, Cartier, Citi, Diesel, Heineken, L’Oréal, Nestlé, Orange, Procter & Gamble, Renault, Sanofi, and UBS, will additionally be able to activate the Epsilon ID solution to use so-called “deterministic data” for ITVX campaigns.
ITV trading controller Michael Curtis said: “This partnership is a great example of the kind of innovative and progressive developments that we’re bringing to how we are iterating Planet V. By unlocking even more insights from data we’re creating unique audience segmentation for Publicis Media and we look forward to seeing the positive results for clients coming on-board to use this solution.”
Publicis Media head of PMX Lift Rachel Hall added: “This partnership allows us to better target beyond broad demographics and reduces wastage across AV campaigns. Epsilon audiences will now be available in Planet V for our agency teams to access and activate. We have campaigns running across Q2/3 for those clients keen to expand their use of Core ID audiences into ITVX.”
In 2022, TV advertising revenue, including addressable ads, was worth £5.38bn in the UK. However, according to a recent report by Statista, 67% of brands are planning to increase their advanced TV spending while just 11% aim to boost their linear TV budgets in 2023.
Related stories
Samsung signs InfoSum deal for addressable TV boost
ITV ups stake in InfoSum in boost for addressable TV
Where will we be in 2023…with data-driven marketing?
DunnHumby and Boots strike data deal for ITVX tool
ITV joins top brands in tech and data recruitment blitz
ITV gets in early as InfoSum launches new data platform
