ITV uses SAS® 360 Match to drive viewer engagement
with customized ad experiences
CARY,
N.C., May 23, 2024 /PRNewswire/ -- ITV, the
UK's largest commercial broadcaster, is using an API-driven
first-party ad server developed by data and AI leader, SAS, to
deliver personalized advertising to the 40 million registered users
of its content hub, ITVX.
SAS helps ITV deliver personalized
advertising to registered users of its content hub, ITVX.
A year after its launch, as well as 40 million registered
viewers, ITVX boasted 2.7 billion streams which was a new record
for ITV. Recent successes include the Rugby World Cup streams,
which have reached 60 million views - an 80% increase compared to
the 2019 tournament.
Advertisers are increasingly moving budgets to platforms that
can provide verified audiences and automated buying options.
Streaming services and Connected TV are well placed to benefit from
this shift, but to facilitate this they need a robust advertising
technology foundation that's also flexible enough to integrate and
develop in-house solutions.
The intelligent advertising solution, SAS 360 Match, delivers
this by providing highly targeted, real-time ad decisioning on an
immense scale in on-demand and live simulcast delivery. It operates
in a flexible and transparent way yet can handle complex business
rules and criteria.
With SAS 360 Match, ITV can:
- Confidently forecast its digital audience and ad inventory
across scheduled programming and on-demand content.
- Take control of its ad monetization strategy with intelligent
advertising-supported video on demand (AVOD) – even in a
cookie-less world.
- Deliver contextually relevant ad content based on deep
analytics about viewers' content preferences.
- Build an AdTech stack with embedded advertising intelligence to
take control of monetization and the digital advertising
ecosystem.
"When we have a challenge or see an opportunity, we have a
conversation with the brilliant minds at SAS," said Alex Maison, Head of Digital Ad Platforms,
ITV.
"We often come back with something better than what we were
thinking. We've been able to progress at a great pace and keep
ahead of the market because of those conversations."
One of these key innovations is Planet V, ITV's self-serve
programmatic platform that provides advertisers with a range of
campaign booking options based on show content and audience data.
Planet V, self-built by ITV and now the UK's second-largest
programmatic platform, is a high-fidelity integration with the SAS
360 Match solution for ad delivery and campaign management.
"The flexibility of SAS 360 Match allows us to develop things at
our own pace," added Maison. "We define our own development queue –
we're not waiting for a third party. We're able to build most of
the things we need to get to market ourselves."
One of the biggest advancements on the horizon for ITV is
addressable linear advertising. Ads delivered on standard broadcast
TV are the same for every viewer, but addressable linear allows
different ads to be shown to different households, even though they
are watching the same program. This is achieved through set-top
boxes and smart TV technology that can receive and display ads
based on the household's demographics, viewing habits or other
targeting criteria.
Roderick Crawford, Senior Vice
President for SAS Northern Europe, said: "SAS has been working with
ITV for more than 10 years and it's been great to see the
collaboration develop to the point where our customer intelligence
software now helps deliver personalized ads to the 40million
registered users of its content hub, ITVX. We know ITV has
ambitious plans to become a leader in UK streaming and grow digital
revenue significantly, and we're delighted to be supporting them on
this journey."
Find out more about SAS' work with ITV here.
About SAS
SAS is a global leader in data and AI. With
SAS software and industry-specific solutions, organizations
transform data into trusted decisions. SAS gives you THE POWER TO
KNOW®.
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reserved.
Editorial Contact:
Angela
Lipscomb
angela.lipscomb@sas.com
919-531-2525
sas.com/news
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SOURCE SAS