Observed Signal · Nov 12, 2025 · Product Launch · Source: VideoWeek · Impact: 3/5 · Sentiment: Positive
ITV Adds Addressable Targeting to Linear TV, TikTok Partnership
ITV has launched Live Addressable+, a new addressable advertising product bringing targeting to ITV’s live linear channels (ITV1, ITV2, ITV3, ITV4, ITV Quiz) for the first time. The offering is exclusively bookable via Planet V, ITV’s self-serve ad buying tool, enabling thousands of addressable options across live inventory. Targeting segments include life stage, income, location, auto purchase, and shopping preferences, built on ITV’s first-party data and retail partners Carwow and Tesco Clubcard, combined in Retail Match for privacy-safe audience matching. ITV notes the amount of addressable viewing on its live channels has tripled since the start of 2025, with campaigns able to run across both VOD and live TV. Separately, ITV announced a TikTok Pulse Premiere partnership to place ads next to ITV content on TikTok, with BE Studio handling ad sales and ensuring brand safety.
Significant expansion of ITV's addressable TV capabilities and cross-platform advertising via a TikTok partnership.
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Key Takeaways & Evidence Grounding
- ITV launches Live Addressable+ for live linear TV across ITV1-ITVQuiz.
- Live Addressable+ is bookable exclusively via Planet V self-serve ad buying tool.
- Targeting options include life stage, income, location, auto purchase, and shopping preferences.
- Retail Match combines ITV first-party data with Carwow and Tesco Clubcard data for privacy-safe audience matching.
- ITV expands TikTok partnership with TikTok Pulse Premiere to place ads next to ITV content on TikTok.
Connected Companies & Entities
3 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
ITV Unveils Targeted TV Ads; Reddit Launches Interactive Campaigns
ITV unveiled Live Addressable +, a linear TV advertising solution, enabling addressable targeting on ITV’s linear channels at its Palooza event. Advertisers can book space via ITV’s self-serve Planet V platform, with targeting categories including location and income. ITV will use Retail Match to pair its first-party audience data with Carwow and Tesco Clubcard databases. ITV also joined TikTok Pulse Premiere to allow brands to advertise adjacent to ITV content on TikTok’s For You feed. Reddit introduced Interactive Ads, piloted by Paramount for The Running Man, featuring an in-feed immersive game “Dodge the Drones” with a personalized video clip for winners. Microsoft is mandating its Clarity behavioural analytics tool for third-party publishers using Microsoft Advertising, requiring implementation to maintain eligibility for paid impressions and clicks; noncompliant publishers will have nonbillable, filtered impressions.
OK Future's AI 'Pressure Cooker' Campaign for Goodwipes
Former MullenLowe U.S. CEO Frank Cartagena launched creative shop OK Future to test generative AI's potential for a small agency. Their first project, a spoof of OpenAI's Astra ad for personal hygiene brand Goodwipes, was produced in four days using AI tools like ArtCraft, Seedance, and OpenAI's Astra model, cutting projected production costs from $700,000. The campaign, 'Meet Asstra,' gained over 1.5 million views on Reddit. However, Cartagena described the pace as 'unsustainable' and a 'pressure cooker,' with team members working around the clock and even threatening to quit. Goodwipes' SVP of Marketing, Meredith Diehn, emphasized trust in Cartagena and the value of experimenting with AI. The article highlights the growing use of AI in creative production, with 73% of marketers using GenAI for visual content and Gartner forecasting AI software spending to reach $981 billion by 2029.
Lo-fi UGC-style content outperforms polished ads
The article discusses the growing effectiveness of lo-fi and UGC-style content over polished brand advertisements in social feeds. Citing data from TikTok, System1, Meta, and Kantar, it reports that creator-led content achieves 70% higher click-through rates and 159% higher engagement than non-creator ads at the same CPM, and that viewers skip influencer content after 17.8 seconds compared to 7.9 seconds for traditional branded content. Meta partnership ads reportedly deliver 19% lower CPAs and 13% higher click-through rates. The article emphasizes that while lo-fi content feels authentic, it still requires deliberate strategy, including clear brand cues within the first two seconds. It advises brands to combine lo-fi production, genuine UGC/creator content, and a remix layer of existing footage to maintain creative freshness and performance on platforms like TikTok and Instagram Reels.
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