News
ITV launches Planet V ad platform
UK commercial PSB ITV ’ s
premium advanced advertising platform ,
Planet V , has gone live . After almost 50,000 hours of development work customising and configuring the advertising proposition , ITV says Planet V will allow both advertisers and agencies control over the planning , refining audiences to suit the campaign ’ s creative execution or target market .
Over the next year , ITV says updated versions of Planet V will be continuously brought to clients with the addition of inventory from other broadcasters and premium video publishers , and enhanced features and capabilities .
NENT Group moves licences to escape Brexit Britain
In a move likely to be repeated in the coming weeks and months , Nordic region streaming company Nordic Entertainment Group is to move the registrations for its streaming platforms and the broadcast licences for its TV channels to Sweden from the UK , starting January 1st 2021 .
The move ensures NENT Group ’ s services will remain available to viewers after the expected withdrawal of the UK from the
European Union ( EU ), and means these offerings will be regulated by the Swedish Press and Broadcasting Authority ( Myndigheten för press , radio och tv ( MPRT )) for the first time in NENT Group ’ s history .
The Group ’ s new Swedish registrations and licences will cover its Viaplay and Viafree streaming services , V pay-TV channels and TV channels . A selection can be found in the table below . Viaplay is the leading Nordic streaming service , with a unique offering of purchasing and reporting of their campaigns across the ITV Hub , the broadcaster ’ s on demand platform .
Deployed as a wholly selfservice solution , clients will be able to optimise and monitor their campaigns in real time , 24 hours a day , every day of the year .
The platform has been developed to ITV ’ s specification by global technology company Amobee , leveraging its advertising software , following an exclusive licensing agreement for the UK and Ireland struck in 2019 .
Prior to external launch , Planet V has operated as an in-house ‘ concierge ’ solution , operated by ITV ’ s ad operations teams . Since this internal launch , the platform has fulfilled on almost 500m ITV Hub impressions .
Powered by ITV Hub ’ s 32m strong audience , Planet V is launching with new addressable audience products and datadriven features , built upon ITV ’ s first party data and select premium data partners . Advertisers will find an array of targeting options to suit their campaign objectives , from extending the reach of linear campaigns , and alignment with ITV programme content , to
8 EUROMEDIA
“ Over the course of the next few years , the rate of change in the way content is produced , distributed and consumed to enable addressable advertising is only going to continue to accelerate ,” predicted Rhys McLachlan , director of advanced advertising at ITV . “ To ensure that we are at the forefront of driving change that works for both ITV and our customers , we have created Planet V . This continuously evolving platform is designed to provide clients and advertisers with an unrivalled combination of access to premium video content , and programmatically enabled targeted advertising , whilst continuously operating at ITV ’ s gold standard level .”
“ ITV has a progressive vision and , with the launch of Planet V , is making a bold statement to the market about how major content owners with unique data should operate ,” commented Ryan Jamboretz , chief development officer at Amobee . “ Working alongside the ITV team has been an honour and an ideal challenge for Amobee ’ s innovative engineers and technologists . Planet V represents the cutting edge in advertising solutions — one where brands and agencies can easily discover and reach their audiences by unifying their TV and digital strategies to better drive more meaningful business results .” original productions , international films and series , kids content and live sports , and NENT Group expects to reach 3 million Viaplay subscribers by the end of 2020 .
NENT ’ s offerings are currently regulated by Ofcom in the UK under the country of origin principle . This principle , which is part of EU law , allows media companies to offer services across the EU whilst being regulated in one EU jurisdiction . The country of origin principle will no longer apply in the UK at the end of the Brexit transitional period on January 1st 2021 .
“ We are an innovative , fast-growing , values-driven international company with Nordic DNA and it is natural that we are regulated in a Nordic country ,” commented Anders Jensen , NENT Group president and CEO . “ We enjoy a good working relationship with the Swedish authorities and this decision reflects our commitment to the Nordic region and its world-class creative sector . This move will ensure the continued availability of our content to viewers across the region and beyond . We now have a stable long-term regulatory foundation from which we will embark on our ambitious and exciting international expansion .” “ We are very pleased to welcome NENT Group to Sweden ,” added Charlotte Ingvar-Nilsson , director-general , MPRT . “ NENT Group has a successful track record in attracting Nordic viewers and we are looking forward to working together .”
Viaplay is currently available in five Nordic countries , with the three Baltic states to come from early 2021 , and NENT Group aims to add a further 15 countries in the next five years .