ITV bolsters data-driven advertising platform, Planet V

ITV has boosted its addressable TV advertising offering, providing increased targeting and insights for major advertisers through its self-serve platform, Planet V.

The move includes the launch of a tool called Proximity Shopper, in partnership with market insights company Circana, which is now available in Planet V. It allows brands to target their ad campaigns geographically, by identifying optimal postcodes using Circana Sales data from all major supermarkets, convenience stores and service stations across all of the UK.

The broadcasting giant behind series including Mr Bates vs the Post Office (pictured), Joan, and Until I Kill You says a number of consumer brands that have already trialled the solution include Who Gives a Crap and Pick Up, with the targeting now available to all relevant retailers.

Retail Match (formerly Matchmaker), which launched in 2023 in partnership with Tesco Media and Boots, has two new developments – automation of Tesco audiences in Planet V via InfoSum, and a new suite of effectiveness products.

Tesco audiences which will be ‘always-on’ in Planet V, will include category and seasonal audiences, such as ice cream, vegan, health and beauty, and household, providing advertisers the opportunity for self-service, tactical activation with further expansion in 2025.

The new suite of Retail Match effectiveness products are powered by ITV and Tesco first-party data. It includes a study newly created for ITV, designed to help FMCG brands understand both short term sales and longer term outcomes, such as repeat purchase and customer lifetime value, by using real sales data.

Tesco audiences in Planet V will be available to Tesco suppliers from April and enhanced reporting elements are being tested and will follow.

ITV advanced advertising manager Nadine Warren said: “We’ve invested a lot of time listening to FMCG advertisers of all sizes to inform how we evolve the Retail Match proposition.

“Simplicity of access via Planet V, and smarter measurement that captures the full picture of how data-driven TV drives brand growth, are two major developments which we believe are pivotal to addressing their big questions.”

Tesco Media sales and marketing director Stacy Gratz added: “We’re excited to see our partnership with ITV grow and we hope that the evolved Retail Match solution will empower FMCG brands to achieve more precise targeting and insightful measurement.

“This advancement reflects our dedication to helping advertisers navigate the complexities of modern media landscapes and drive impactful results.”

Last month, ITV hailed the success of Planet V and continued digital transformation for delivering “significant growth” in both viewing and revenues over the past 12 months.

The company reported that adjusted earnings before interest, taxes and amortisation (EBITA) rose by 11% to £542m in 2024.