The Alliance of Media Independents, the initiative launched by the larger Alliance of Independent Agencies to represent and support media agencies, has signed a multi-million-pound commercial partnership with ITV designed to make TV advertising more accessible for all brands, big or small.
The AMI & ITV Backing Business Fund is exclusively for AMI member agencies and their new or lapsed brands that wish to advertise on TV.
AMI agencies will be able to access an exclusive ring fenced fund to support new and returning brands to advertise on TV underpinned by a package of creative, data and outcomes support.
The move is part of ITV’s drive to bring broadcast advertising to a wider market.
Earlier this year, alongside Channel 4 and Sky and in collaboration with Comcast Advertising, ITV said it planned to launch a “groundbreaking” advertising marketplace where for the first time new to TV advertisers will be empowered to access and purchase addressable inventory to run a single campaign across the three broadcaster sales houses.
The broadcaster behind I Fought the Law, Trigger Point, The Dark and Ridley also recently launched ITV Outcomes Planner – a new planning tool which allows SMEs to forecast short term metrics such as web traffic to support business cases for TV investment.
AMI vice-chair Paul Phelps said: “The introduction of the AMI & ITV Backing Business Fund is a great indication of how we can help generate genuine added value, not just for our member agencies but for our clients.
“Our thanks to ITV for sharing our collective ambition and helping to turn that into a tangible benefit. Without doubt, the fund represents a compelling opportunity for the AMI community to introduce new and incremental brands to AV media.
“Since we launched the AMI earlier this year, we’ve seen a fervent appetite from media owners to engage and explore opportunities to work alongside independent agencies, and this initiative represents an excellent start on that journey with added value for clients and media owners alike.”
ITV business development director Jason Spencer added: ”At ITV we’ve always valued independent media agencies and this collaborative partnership will help transform our way of working to the next level.
“We are really excited about launching the AMI & ITV Backing Business Fund to help remove the barriers to getting on TV and help them scale their businesses, grow independent media agencies through new clients, and for us at ITV to grow these brands, showing how accessible, affordable and effective TV advertising really is.”
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