ITV outlined its future advertising strategy and includes a promise to engage more with agencies and also work more directly with clients – ideally with the agency in the same room. The company is removing the broadcast priority from linear addressable television after its testing and learning initiative with Sorenson Media hits limits, and all addressing efforts are currently focused on ITV Hub, the streaming service of the Streamer. Using existing targeting capabilities on ITV Hub, the company will pursue the small and medium business market, believing it can attract new advertisers to TV, including companies that currently advertise on Facebook. Bakers and florists are good examples of the types of potential advertisers the UK broadcaster will be looking for.
Perhaps most importantly, and probably taking into account what brand executives say they love about Google and Facebook, ITV is determined to evolve “from a media partner to a valuable business partner.” Jason Spencer, director of business development at ITV, said the investments in data and technology and the current restructuring of teams facing agencies / clients means the broadcaster will be able to have new kinds of conversations. “We will talk about the results and work with clients and partner agencies to see how we can improve a company’s bottom line. “
Speaking to Manchester TV Advertising Forum of the Future this week, Spencer revealed that ITV will invest to ensure it also has “more bandwidth” to work with agency planners. “Planners seem to have less time than ever before [to do their job]. I am struck by the constant pressure on agency planners. Anything that broadcasters like ITV can do to support them is good. “
Referring to Enders Analysis research which was presented at the same conference and which highlighted the challenges facing brand marketers, including short-term business goals and lack of board representation directors, Spencer said, “We need to support marketers more. He added: “There is a generation of marketers going more digital and there is a big job for us, Channel 4 and Sky (the three biggest TV commercial houses in the UK). Uni) to help educate them about the power of television.
There is no sign that ITV is going to deliver addressable broadcast television anytime soon. ITV did not explicitly rule out a deal with Sky to integrate its AdSmart targeting platform (as did Channel 5), but what Spencer said was: “The choices are either to invest in the technology or build it ourselves, so we’re looking at the options around those. Spencer told the audience, which included a large number of clients and ad agencies from the northern parts of the UK, that ITV had serious intentions in the ad technology market: the company made a bid for Videology before it was sold to Singtel-owned Amobee, for example.
Spencer believes that television is currently considered an acquired medium and praised the continued innovation in the industry and the attractiveness of the product offered to consumers. He also wanted this to be recorded: audiences are not declining at ITV. “The audience hasn’t left ITV, but it looks in different ways, like through the [ITV] Hub.”
ITV Hub now has 27 million users, generating basic demographic and geographic data (through user registration and login) to drive targeting. Notably, 75% of all 16-24 year olds in the UK are registered to use the service. This impressive figure was helped by the huge success of ‘Love Island’, the powerful reality TV contest that spanned weeks over the summer and attracts a strong youth and streaming / on-demand audience. . ITV Hub is now available on 33 platforms to ensure broad reach, and the service includes live / linear content as well as catch-up content.
Demonstrating how confidence has returned to the UK broadcasting industry, in part thanks to its own ongoing transformation and growing evidence that we have passed the threshold of pro-digital sentiment on the buyer’s side, Spencer suggested that commercial television should have a “sunny” outlook on life. “There is a huge amount of evidence for the power of television and we have been too defensive for too long. There are many reasons to be happy.
One of the reasons to be happy is the influx of digital brands on TV, as advertisers. “We’ve seen a dramatic shift – emerging brands that didn’t exist 5-10 years ago seeing the power of TV advertising. They generate website visits or other immediate responses from campaigns and empower brands in the medium to long term.
He took over the short-term goals of some TV campaigns. In a view echoed elsewhere at the Manchester conference, Spencer said: “We need to drum up the short-term effectiveness of this medium. We often talk about brand building and long-term effectiveness. We should also focus on increasing television advertising in the short term. “
Spencer reiterated the new three-pronged strategy ITV unveiled this summer under the “More Than TV” banner. It means combining mass television with more targeting to deliver what he calls the best of both worlds, and expanding creative brand partnerships. The third element focuses on how ITV can create a stronger emotional connection between itself, the brands and the nation as a means of stimulating behavior change and action.
Spencer pointed to ITV’s campaign to raise awareness of male suicide as an example. Called Project 84 to reflect the 84 men who kill themselves in Britain each week, this initiative has crossed ITV broadcasts and even featured 84 real sculptures, depicting real people, standing atop ITV studio buildings. You can see how scary it was, here. ITV worked with CALM’s male suicide prevention charity on this project and was supported by men’s grooming brand Harry’s.
Interested in the future of TV advertising?
Then check out the Future TV Advertising Forum in London, December 5-6, where executives from some of the world’s biggest broadcasters, pay-TV operators, agencies and brand owners will discuss their vision for TV advertising. We debate whether the marketing industry is sleepwalking towards a brand health crisis and explore all the immediate and mid-term solutions that can make TV advertising more effective and compelling as a media.
The role of audience-based buying and collaboration with broadcasters is explored, and the focus is on how we enable addressable TV in the “whole market”. We also examine how the industry is proving results and audiences, and how advertisers are reaching consumers in the increasingly diverse high-end digital video landscape.
Full conference details here
Complete list of speakers here
Speakers at FTVA 18 London include:
- Linda Yaccarino, President, Advertising and Client Partnerships, NBCUniversal
- Josh Krichefski, CEO, MediaCom
- James Seckel, EMEA Media Director, Expedia Group
- Stephen Van Rooyen, CEO, UK & Ireland, Sky
- Dominic Grainger, CEO, EMEA, GroupM
- Virginie Dremeaux, Digital Marketing Director, CANAL + REGIE
- Carolyn McCall, CEO, ITV
- Sam Taylor, Sales Marketing Manager, Direct Line Group
- Alex Mahon, CEO, Channel 4
- Joe Marchese, President, Advertising Revenue, Fox Networks Group
- Jean-Paul Edwards, Strategy and Product Development Director EMEA, OMD
- Henry Rivero, Vice President of Advanced Advertising and Innovation, RTL Group
- Mathias Berg, Director of Operations, TV4 Group
- Brian Lesser, CEO, AT&T, Advertising and Analytics, AT&T Services
- Paul Haddad, President 4A (Altice Media and Data Solutions)
- Sam Gaunt, Head of Media, Lidl
- Justin Sampson, CEO, BARB
- Christian Kurz, SVP, Global Consumer Insights, Viacom
- Nicolle Pangis, President and CEO, NCC Media
- Paul Evans, Global Head of Media, Vodafone Group
You can register for this event here.