ITV, the UK’s largest commercial broadcaster, has officially launched its live broadcast addressable advertising product, Live Addressable+, with an exclusive beta trial in partnership with Omnicom Media Group.
The initial trial has gone live with over 20 Omnicom Media brands across a range of categories, including automotive, retail, and telecoms, before rolling out to the wider market in the coming weeks.
Live Addressable+ offers addressable targeting options on ITV’s live linear broadcast channels for the first time.
Originally announced in October 2025, Live Addressable+ offers digital targeting across both on-demand viewing and live broadcast channels. It is available on ITVX and ITV broadcast channels, ITV1, ITV2, ITV3, ITV4, and ITV Quiz.
Bookable through ITV’s programmatic, self-service advertising platform Planet V, it lets advertisers reach viewers based on a range of attributes, such as life stage, income bracket, location, as well as shopping preferences and auto purchase options.
This is achieved by matching ITV’s first-party audience with databases such as Carwow or Tesco’s Clubcard via the ITV Retail Match product.
Ben Allen, Director of Commercial Strategy and Trading at ITV, said: "Live Addressable+ brings together the unparalleled scale and reach of broadcast television with the precision and targeting capabilities of digital and is both a powerful new tool for advertisers and a step towards the future of how television will be bought and sold. I’m delighted to be bringing this to the market alongside Omnicom and their key brands for this initial, exclusive period before we roll it out to our partner agencies and clients.”
Danny Barnes, Chief Investment Officer at Omnicom Media UK, said: “Live Addressable+ represents a significant evolution in how brands can access the power of television. By combining ITV’s unmatched broadcast reach with sophisticated addressable targeting in live environments, it enables greater precision, relevance, and accountability at scale. Partnering with ITV on this exclusive launch helps us to shape the next phase of addressable AV buying for our clients.”
Sky and ITV are reportedly close to an acquisition deal that would see the telecoms operator take over the UK’s most-watched free-to-air PSB. Discover more here.
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