ITV is joining forces with DunnHumby and Boots Media Group to launch a new targeting tool in time for the launch of its revamped streaming service, ITVX, scheduled for December 8.
ITV Matchmaker has been developed in partnership with the two retail operations and is powered by InfoSum’s technology, which enables companies and advertisers to work together without ever sharing their own first-party data. InfoSum already works with ITV and Boots, as well as Channel 4, Global, The Telegraph Group, Omnicom, Experian, REaD Group and Kantar.
Matchmaker allows FMCG advertisers which work with either retailer to enhance their video on demand targeting by matching ITV’s registered first-party audience with Tesco’s Clubcard and Boots’ Advantage Card databases and measure precise sales uplift among those who have seen an ad.
According to IAB Europe, the retail media market is already worth €8bn and is largely dominated by ad spend in the digital media market.
ITV’s AdLabs innovation division has also launched a reporting tool powered by Adalyser which allows brands to measure their TV presence and compare themselves to others in their market.
By harnessing the power of BARB, Clearcast and Nielsen data, the self-service tool provides actionable insights fast, allowing customers to see how their brand’s share of voice stacks-up against competitors. It is claimed the Share of Voice system reduces the time it takes to get customer analysis from hours to minutes.
It also allows customisation across audience, competitor profile, category, TV media and regional footprint, with the aim of allowing planners and their clients to make timely decisions by knowing what impact their campaigns have had, so they can maximise their audiences, look through the lens of untapped audiences and potentially discover hidden opportunities.
Meanwhile, an overhaul of the Planet V addressable ad platform – dubbed Planet V 2.0 – is designed to put more control into buyers’ hands. It allows both advertisers and agencies control over the planning, purchasing and reporting of their campaigns.
The platform, rebuilt to coincide with the launch of ITVX, will provide users with a new look, better functionality and more parameters to help build more effective campaigns.
The pilot is planned to start with a select number of customers before being rolled out more widely.
ITV managing director of commercial Kelly Williams said: “These announcements mean clients can use our tools to buy better campaigns – by taking greater control, through better targeting, gaining richer knowledge of audiences and working with us on the very latest concepts we have in beta.
“The launch of our ITVX free streaming service presents a step-change in our commercial offering, meaning we can deliver significant incremental reach in high quality, brand safe content. What it also means is we can provide brands with new ways to deliver their messages to new audiences.”
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