ITV uses digital technology for target-specific marketing

ITV is experimenting with targeting a variety of on-air promotional messages at different homes to suit their demographic profile.

Digital technology has enabled the broadcaster to start trialling the new approach to the on-air marketing of its programmes.

ITV Broadcasting chief executive Mick Desmond revealed details of the initiative at last week’s conference for the Incorporated Society of British Advertisers. He said: “We’re piloting the use of digital technology to deliver different promotional messages to different types of homes.

“So, in future, while we might run a promotion for Coronation Street in a Freeview home, we can run a promotion for a programme with a younger bias, such as the forthcoming Hell’s Kitchen, at the same time in a Sky Digital home.”

He added that on-air trailers had also become more “dramatic, brave or entertaining”.

The initiative is part of a learning process to find out how best to operate in multi-channel homes.

Desmond also said that ITV was in a stronger position following the Carlton-Granada merger and now had a seven-point strategy that included building strong relationships with advertisers.

As part of that plan, ITV Sales managing director Graham Duff said ITV would be sending out CD-ROMs to advertisers, setting out the broadcaster’s ambition to become more customer-centric.

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