Mar 25
ITV revenue revolution kicks off with Corrie trial
By Alex Farber
ITV’s plan to revolutionise its income streams includes a trial to insert digital product placement and clickable ads into the online version of Coronation Street.
The broadcaster has conducted a closed test using its flagship soap that sees the ads inserted into the programme at the post-production stage. Billboards, posters and physical products can be added into the show, all of which could be clicked to take viewers to third-party advertiser sites.
ITV staff including online manager Rob Hicks and sponsorship, content partnerships & interactive sales director Gary Knight are working on the initiative. Broadcast understands it is being developed with ad platform provider MirriAd.
ITV is currently evaluating data following its research. Media agencies have not yet been approached to buy the ads or placement, but some have been told about the plan or shown demonstrations. If successful, the technique could be used to introduce products into broadcast TV shows, once legislation allows it. Online content is currently excluded from the ban on product placement.
There is also the possibility of using the technology to insert different ads into shows for when they are watched in overseas markets. ITV has been criticised for its over-reliance on traditional TV ad revenues and the initiative points towards the kind of forward-thinking approach advocated by new chairman Archie Norman. A source at ITV said it was vital for the broadcaster to look into the possibilities.
It’s early days but we have to look at all the options and the strength of advertiser demand. We’re investigating if there’s an appetite and whether the cost warrants the investment, said the source. In February, ITV commercial director Rupert Howell told Broadcast he was confident the first product-placement TV deals would be in place by the end of the year and estimated product placement could be worth more than £50m to ITV within five years. A spokeswoman for ITV confirmed the results from the trial were being evaluated.
ITV has conducted a closed virtual product placement trial on selected online content, to assess consumer response, impact on content and commercial value, she said.
