ITV, Army & MG OMD trial dynamic creative powered by Planet V

Capita, which handles recruitment for the British Army, will be the first advertiser to use ITV’s dynamic creative solution in a series of ads aimed at prospective recruits.

The team here at MG OMD OmniGOV, have been working with ITV to build technology with personalisation specialist Cablato. The resulting tech allows advertisers to tailor their ad creative on ITV Hub for different locations, audience segments or product ranges.

In total, 112 ads will be released, which will promote the hyper-locality of the British Army Reserve centres. The local and national units have been mapped back to 18 ITV micro-regions, with location and day of the week also able to affect the creative.

Alex Vernikov, chief technology officer at Cablato, said: “Our new strategic partnership with ITV is an exciting step forward towards new ways of delivering more personalised TV and video advertising. Users of Planet V will benefit from Cablato’s centralised ad management platform that simplifies the production and delivery of data driven TV campaigns.”

Richard Matthews, investment director at OmniGOV, added: “For this British Army Reserves campaign, hyper-locality was critical to the brief in order to maximise audience relevance. The opportunity to bring this to life on ITV was too good to miss, which is why we are thrilled to be working with Capita, Karmarama and ITV on this new Planet V dynamic creative innovation.”

This article was originally posted on Campaign.

John Lewis’s 2021 celestial Christmas ad shows magic of Christmas through eyes of an #UnexpectedGuest

John Lewis & Partners is delivering joy this year, with the tale of an unlikely friendship between a young boy called Nathan and space traveller, Skye.

Next project