ITV Launches Live Addressable+ with Omnicom

Why It Matters

The launch fuses broadcast’s massive reach with digital‑level precision, giving advertisers scalable, measurable TV targeting while opening new high‑margin revenue streams for broadcasters.

Key Takeaways

• Live Addressable+ brings addressable ads to ITV’s live linear TV.
• Beta trial includes 20+ brands across automotive, retail, telecom sectors.
• Thousands of targeting options use first‑party data and partners like Tesco.
• Product covers ITVX and channels ITV1‑4, ITV Quiz.
• Wider market rollout slated within weeks, expanding TV ad precision.

Pulse Analysis

Addressable television has moved from niche pilots to mainstream adoption as advertisers demand the granularity of digital platforms without sacrificing the scale of broadcast. Networks that can blend first‑party viewership data with real‑time bidding are poised to capture a larger share of ad spend that has migrated to programmatic ecosystems. ITV’s Live Addressable+ arrives at a moment when privacy‑by‑design solutions are essential, positioning the broadcaster as a data‑driven player capable of delivering personalized messages at the moment of live viewing.

The Live Addressable+ product leverages ITV’s extensive first‑party audience insights, enriched by partnerships with Carwow and Tesco Clubcard through the ITV Retail Match framework. By offering thousands of filters—ranging from life stage and income bracket to automotive preferences and shopping behaviour—the platform enables brands to reach highly specific segments during live broadcasts. The exclusive beta with Omnicom Media Group, featuring over 20 brands across key sectors, serves as a proving ground for the technology’s scalability and measurement capabilities, while the integration with Planet V streamlines campaign execution.

For advertisers, the service promises a blend of reach and relevance previously unattainable on linear TV. Brands can now allocate budgets with confidence that messages are delivered to the right audience, improving ROI and opening pathways to advanced attribution models. Broadcasters, meanwhile, stand to boost revenue by monetizing inventory that was once sold on a blanket basis. As the rollout expands beyond the beta, Live Addressable+ could set a new standard for TV advertising, prompting competitors to accelerate their own addressable initiatives and reshaping the economics of the television ad market.