• Planet V announced as ITV’s new addressable advertising platform
  • Allow advertisers and agencies control purchasing of their campaigns in real-time
  • Set to launch externally in February 2020 after an initial rollout in December this year

Planet V

Planet V: ITV’s new addressable ad platform

UK broadcaster ITV announced today the launch of its new addressable advertising platform Planet V which is set to launch early next year. 

Planet V was announced as a “fully programmatic, premium advanced advertising platform,” will enable advertisers and agencies to control the purchasing of their campaigns across ITV’s video-on-demand (VOD) service, ITV Hub.

Advertisers will be able to “optimise and monitor campaigns in real-time, 24 hours a day, every day of the year, building audiences with ITV’s first-party data which can be blended with advertisers’ own data.”

The new platform was unveiled during the company’s commercial showcase at the ITV Palooza at the Royal Festival Hall in London by ITV managing director commercial Kelly Williams and ITV deputy managing director Simon Daglish.

Williams said: “Planet V is a significant step forward for us, meeting the widening demands of advertisers and bringing ITV’s unparalleled combination of mass simultaneous reach and targeted advertising.

“It will be a continually evolving platform, providing the very best frictionless, data-driven buy, in a premium, brand-safe environment, for our clients.”

The platform is built on global digital company Amobee’s advertising technology following ITV’s UK and Ireland licensing agreement with Amobee which was announced earlier this year.

As part of its announcement launch, it also extended an open invitation to any other broadcaster wanting to join the platform.

Planet V will launch externally in February next year, following an initial concierge period beginning in December 2019 where the product will begin being rolled out to agencies with ITV support.

The company said that throughout 2020 updated versions of Planet V will be brought to clients with enhanced features and capabilities.

ITV managing director of commercial and trading at Dentsu Aegius Network Steve Ballinger said: “It’s fantastic ITV has taken a leadership position in this area.

“Planet V is exactly what the industry needs. ITV is investing in technology to enhance and evolve how we buy programmatic, data targeted VOD in premium inventory and that can only be a good thing for clients.”

The ITV Hub recently achieved 30 million registered users, well ahead of ITV’s previously announced target of hitting that figure in 2021.

Programming including Love Island helped to attract 5 million new users since July 2018 and the Rugby World Cup showed the popularity of live streaming with 26 million simulcast requests throughout the 2019 tournament.

The Hub is available to viewers across 28 different platforms, with connected TV now the most used.