ITV Launches Share of Voice and Matchmaker Tools

UK commercial television broadcaster ITV has partnered with TV insights company Adalyser, to launch a 'Share of Voice' tool, through which advertisers can benchmark their TV presence. The broadcaster has also launched a retail matching tool called Matchmaker.

ITV is currently working on a video-on-demand (VOD) service called ITVX, which will replace its ITV Hub next month. In advance of this launch, ITV's AdLabs ad innovation group and Adalyser have launched the Share of Voice solution, which uses BARB, Clearcast and Nielsen data to help users see how their brand compares with that of their competitors. This platform provides insights, along with targeting capabilities across audience, competitor profile, category, TV media, and regional footprint.

In addition, ITV has worked with Tesco's data arm dunnhumby and Boots Media Group to launch its cookieless Matchmaker solution, using Infosum's data platform, which matches ITV's first-party audience with Tesco's Clubcard and Boot's Advantage Card databases. According to the broadcaster, this will allow advertisers to enhance their VOD targeting with category shopper audiences on ITVX, using loyalty card data, while measuring sales uplift among those who have seen an advert.

These launches follow ITV's recent launch of a tool called Automated Contextual Targeting (ACT), to provide advertisers with insights into 'moods, objects and moments' in programmes that they can use to 'fine-tune' their campaigns. Kelly Williams (pictured), MD, Commercial, comments: 'These new announcements mean clients can use our tools to buy better campaigns - by taking greater control, through better targeting, gaining richer knowledge of audiences and working with us on the very latest concepts we have in beta.'

Web site: www.itv.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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