ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH
spolupráce s

18. 10. 2024

In September 2024, ITV launched an innovative solution aimed at making TV advertising more accessible to small and medium-sized enterprises (SMEs). By leveraging the power of Generative AI (GenAI), ITV is expanding its commercial creative production services to remove the perceived barriers associated with the cost of making ads for TV. This innovation allows new-to-TV SME brands to create high-quality advertisements at a fraction of the cost, bringing the benefits of TV advertising within reach for businesses of all sizes

Democratizing TV Advertising for SMEs

As part of its effort to attract new advertisers, ITV collaborated with two SMEs—Travel House, a Swansea-based travel company, and Sheepbridge Interiors, a furniture store in Northern Ireland. Both companies have aired their first-ever TV ads, developed using ITV’s GenAI creative tools powered by their Creative Production Lead (CPL). This marks a significant milestone for the brands, as they have been able to create premium-quality TV ads

Successful Campaign Launches

Too often, the cost of making an ad is a barrier for brands looking to break through and test TV. By expanding our creative production services to include GenAI, we can democratize this process and make TV advertising accessible to all. We’re constantly innovating to find new ways to help brands grow

Jason Spencer, Business Development Director, ITV

We thought a TV ad of this quality was far out of our reach, so it’s been a real game changer for us to be the first to use this new service from ITV

Dennis Niblock, Owner, Sheepbridge Interiors

We are confident this innovative production approach will be a significant benefit and revenue driver for Travel House. We look forward to seeing the positive impact it brings to our business.

Katie Davies, Marketing Executive, Travel House

Key Features and Benefits of ITV’s GenAI Ad Production

High-Quality, Cost-Effective Ads: ITV’s GenAI solution delivers high-quality, cost-effective ads by seamlessly integrating licensed AI tools for image and video creation with the invaluable expertise of professional voice-over artists, musicians, and production teams. This approach harnesses the power of both cutting-edge technology and human talent, ensuring that each ad is infused with creativity and emotion. This collaboration allows ads to maintain the high production values expected of TV commercials while making them more affordable and accessible. The resulting synergy of technology and human skills enhance the final product.

Simplified Creative Process: ITV’s GenAI tools enhance its existing creative production process, streamlining the development of compelling TV ads for new advertisers. This innovative approach empowers SMEs to break into TV advertising with minimal effort and maximum impact, delivering high-quality results in under 10 hours. This creative offer provides a fixed cost of just £1,000 (€1,200) for SME advertisers, making TV advertising more accessible and affordable. Discover more about this and ITV’s wider creative production offering here.

Proven Effectiveness: In collaboration with research firm System1, ITV tested the effectiveness of its AI-generated ads, including campaigns for Travel House and Sheepbridge Interiors. Both campaigns successfully passed Clearcast’s rigorous standards, ensuring they met industry guidelines. Impressively, these ads ranked in the top 20% of UK advertisements for effectiveness, as measured by System1, delivering above-average results within their respective categories.

Future Growth and Expansion

This GenAI ad production project builds on the success of ITV’s broader creative production services, which currently deliver over 1,000 ads annually for more than 200 new-to-TV brands. By incorporating AI technology, ITV aims to further democratize TV advertising, empowering more SMEs to leverage the power of television for their growth.

ITV continues to expand its self-serve advertising platform, Planet V, which has attracted over 1,000 new video-on-demand (VOD) advertisers since its launch, further highlighting ITV’s commitment to making premium advertising solutions accessible to businesses of all sizes.

For more information about ITV’s GenAI creative production services, please visit https://www.itvmedia.co.uk/

Source: egtaknowledgehub.com

 

OTHER CASE STUDIES



UNBOXING THE FUTURE: TURNING SWEEPSTAKES INTO AN IMMERSIVE AR EXPERIENCE

11. 9. 2025

In summer 2025, RTL AdAlliance in Austria reimagined the traditional sweepstakes by transforming it into an interactive Augmented Reality experience. Instead of waiting for a prize in a physical package sent to be to the winners, participants could place a virtual gift box in their own living room via smartphone and unbox it themselves. What… Continue reading ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH

SPOTDELI: A UNIFIED PLATFORM FOR COMMERCIAL DELIVERY IN DUTCH TELEVISION

17. 7. 2025

In a major step toward modernization and efficiency, Screenforce has collaborated with TV broadcasters in the Netherlands and have launched SpotDeli, a centralized platform for submitting TV commercials. Developed by Screenforce and MediaLab, SpotDeli has become the exclusive gateway for delivering commercials to major Dutch sales houses, including Ster, Talpa Network, and Ad Alliance. This… Continue reading ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH

MADE IN AUSTRIA – MADE FOR AUSTRIA

16. 7. 2025

A Unified Media Front for Austria’s Advertising Ecosystem In a historic first, Austria’s entire media industry, public and private broadcasters, alongside print and digital publishers, have launched a joint campaign to assert the value of local media to the nation’s economic and democratic health. The Austrian Broadcasting Corporation (ORF), the Association of Austrian Private Broadcasters… Continue reading ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH

ITV EMBRACES YOUTUBE AS A STRATEGIC DISTRIBUTION AND COMMERCIAL CHANNEL

24. 6. 2025

In a decisive shift away from legacy broadcast-only models, ITV fully integrated YouTube into its content and commercial strategy throughout late 2024 and early 2025. Rather than using YouTube purely as a promotional channel, ITV transitioned to treating the platform as a core pillar of its distribution architecture, publishing full-length episodes, launching thematic channels, and… Continue reading ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH

ADS & DATA X SPA REINE ECO-PACK: UNLOCKING INCREMENTAL REACH THROUGH DATA-DRIVEN TV TARGETING

22. 5. 2025

SPA Reine’s Eco-Pack campaign with Ads & Data sets a new benchmark in media innovation by combining linear TV with Addressable TV (Smart AD) to deliver incremental reach and optimize frequency. In a still water category under growing pressure from tap water and price-driven private labels, SPA Reine worked with Ads&Data to reaffirm its leadership… Continue reading ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH

ATRESMEDIA PUBLICIDAD’S FREQUENCY OPTIMISER

21. 5. 2025

Frequency Optimization in Connected TV Advertising Atresmedia Publicidad has introduced the Frequency Optimizer, a new technology solution aimed at improving the effectiveness and efficiency of advertising in connected television (CTV). The system utilizes HbbTV (Hybrid Broadcast Broadband TV) technology and a sophisticated ad-serving platform to manage and control ad frequency in real time, an advancement… Continue reading ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH

AD MANAGER BY RTL ADALLIANCE – A UNIQUE GATEWAY TO EUROPE’S PREMIUM DIGITAL VIDEO INVENTORY

17. 4. 2025

A unique gateway to Europe’s premium digital video inventory RTL AdAlliance has introduced AdManager, a self-service advertising platform that enables advertisers to directly purchase premium digital video inventory across multiple European markets. The platform consolidates access to Connected TV (CTV), Broadcaster Video-On-Demand (BVOD), and online video inventory within a single, user-friendly interface. It’s a first-of-its-kind… Continue reading ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH

A VEVO & CHANNEL 4 STUDY – UNLOCKING THE POWER OF PREMIUM

17. 4. 2025

Amid ongoing industry discussions around the definition of premium content and the role of global streaming platforms within the broader “TV” ecosystem, Vevo, the world’s leading music video network, which distributes the largest network of premium music channels on YouTube, has released a new study. The research conducted by Amplified Intelligence offers valuable insights into… Continue reading ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH

THE MAGIC OF REPETITION: MAXIMISING THE IMPACT OF ADVERTISING

26. 3. 2025

In a world where distractions are everywhere, grabbing consumers’ attention feels like trying to catch lightning in a bottle. From scrolling through social media while watching TV to listening to the radio while driving, consumers are often distracted. This presents a unique challenge for advertisers: how can we connect with an audience immersed in multitasking?… Continue reading ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH

TELETEST 2.0: AUSTRIA’S NEXT-GEN TV MEASUREMENT

21. 3. 2025

Teletest 2.0 is Austria’s new TV measurement system, developed by AGTT, which significantly enhances the way TV viewership and ad reach are measured. It introduces a new audience panel with 100,000 synthetic people meter participants, significantly increasing accuracy and depth of audience measurement, enabling real-time data collection and improving data quality across the Austrian television… Continue reading ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH

ADS & DATA: LEVERAGING BEHAVIOURAL AND CONTEXTUAL INSIGHTS FOR SMARTER ADVERTISING

14. 2. 2025

In today’s fast-paced digital landscape, Interest Targeting has been pioneered by Ads & Data. This involves leveraging behavioural and contextual data to serve the most relevant ads. This business case looks at how Ads & Data use this to advertise thereby enhancing campaign performance on their display and shortform platform. With the prospect of developing… Continue reading ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH

THE FUTURE OF RETAIL MEDIA: A COLLABORATIVE MARKETPLACE FOR TARGETED TV ADS

14. 2. 2025

Last autumn, FranceTV Publicité, M6 Publicité, and RMC BFM Ads, collaborated and partnered with Unlimitail, to launched TV Retail Connect, the first collaborative Retail Media Marketplace for Addressable TV (ATV) and HVOD in the country. Addressable TV has experienced noticeable growth in recent years in France, with impressions increasing by 41% since early 2024. With… Continue reading ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH

ALL CASE STUDIES