ITV has partnered with ad tech company Amobee to offer programmatic video advertising on its catch-up service ITV Hub.
The exclusive UK and Ireland licencing deal with Amobee will see ITV to launch a new, fully programmatic, premium advanced advertising platform for ITV Hub.
ITV said the move will give advertisers the mass simultaneous reach of linear channels, along with targeted, data-driven addressable advertising on the Hub, appealing to a wider range of potential advertisers.
Advertisers will be able to plan and buy their VOD campaigns using a dashboard that is part of Amobee’s end-to-end campaign planning and management platform.
Carolyn McCall, CEO, ITV said: “This agreement enables ITV to respond to our customers’ needs of frictionless targeted advertising in a brand safe environment complementing what they currently do on our channels.
“It accelerates the strategic development of our VOD advertising capabilities and provides a technology platform that will enable ITV to create an industry standard for VOD to match the established system for linear advertising.”
ITV’s Managing Director of Commercial, Kelly Williams, said: “This brings the functionality that’s previously only been available on large social platforms to the ITV Hub – offering addressable, targeted advertising around premium content.
“Our exclusive licence to use Amobee’s technology and develop it to best serve the needs of advertisers enables us to create our own platform, and as that rolls out we’ll look to invite other broadcasters to join.”
Amobee CEO, Kim Perell, added: “ITV is working to deliver the most ambitious programmatic video initiative in the United Kingdom, a testament to their innovative, forward-thinking leadership among broadcasters and commitment to invest in new video technology.”
ITV said that ITV Hub has more than 28 million subscribers, and that more than 79% of 16-34 year olds in the UK have registered for the service. It also reported a 32% increase in viewing in the past year with over 446 million hours of online viewing.
Amobee is a wholly owned subsidiary of Singtel and operates across North America, Europe, Middle East, Asia and Australia.