ITV launches new commercial innovations

ITV unveiled three new commercial innovations at ITV Showcase in Manchester on Thursday 12th June.

Launched to an audience of over 500 advertisers and agencies, including the TVADSWORK team, Lead Gen Ads, ITV YouTube Affinities and Outcomes Planner are all brand new tools to help those advertising on ITV to get the most out of their TV ad spend.

ITV Lead Gen Ads

This new interactive ad format enables advertisers to capture interest and qualified leads directly from the TV ad on ITVX.

Viewers convey interest in the ad via their remote, consenting ITV to share their details with the advertiser via a screen pre-populated with the viewer’s email address provided at the point of ITVX account registration.

They are designed to be used without interrupting the viewer experience and are currently in beta testing.

ITV YouTube Affinities

ITV YouTube Affinities is a new targeting opportunity for brands, supported by brand lift studies to measure impact.

It brings together ITV's premium, brand-safe content with Google’s unique audience and search data behind ITV’s YouTube channels to enable brands to target highly relevant audiences according to their interests.

ITV shared the initial results for ITV YouTube advertisers at ITV Showcase and are looking for a select number of launch partners for their brand new YouTube Affinities product.

ITV Outcomes Planner

ITV Outcomes Planner is a new planning tool which allows SMEs to forecast short term metrics such as web traffic to support business cases for TV investment.

Powered by 750 outcomes studies from both ITV’s Measurement Innovation Team and its partnership with Viewers Logic, the tool is aimed at SMEs at the start of their TV advertising journey.

It's a dynamic, easy-to-use, intuitive tool that allows marketers to predict their campaign outcomes based on different scenarios, such as budget size, brand size, campaign length and seasonality.

Jason Spencer, ITV Business Development Director, said: "For its 70 year history brands and businesses have been built with ITV’ - we are the media multiplier, and the engine for growth.

ITV Showcase is a key event for us to both demonstrate and celebrate that process with recent successes and to look at what’s coming next by unveiling new opportunities to hundreds of advertisers.

All of these new innovations, Lead Gen Ads, ITV YouTube Affinities, and the ITV Outcomes Planner, are powerful new tools designed to empower our commercial clients and deliver exceptional value from their TV advertising spend."

For more information on any of these three brand new tools contact us at hello@tvadswork.com