Campaign Media Awards 2024

Client: ITVX

ITVX, our ambitious, all-new streaming service, aims to elevate our digital provision to broadcast levels

(doubling monthly active hours, streaming hours and subscribers by 2026), greatly benefiting advertisers and viewers alike.

STRATEGY

As the cost-of-living crisis impacted subscription-based services, our best-in-class research reinforced our plan to launch a free, ad-funded streaming service capable of rivalling Netflix (etc).

INNOVATION

ITVX’s unmatched new features include live-streamed event exclusives, hourly newsreel updates/regional catch-up news, personalised recommendations and 20 FAST channels (accommodating a world-first British Sign Language channel). For advertisers, this represents the UK’s first fully targeted, addressable solution.

MEDIA EXECUTION

We actioned 1,000+ promotional ideas over two months, including train station takeovers, branded metaverse experiences, bus wraps, and branding on 6m Dominos pizza boxes. In a broadcasting first, we established our brand proposition with 11,000 hours of new content (now 22,000+), while a launch to advertising partners at the Royal Festival Hall showcased our offering, including a substantially increased addressable audience, greater sponsorship opportunities, plus enhanced measurement/tracking. INDUSTRY BENEFITS ITVX has enjoyed over 2.5bln streams since launch; a 69% year-on-year increase. Meanwhile advertisers quickly recognised the benefits, leading to our platform’s top-performing 23% increase in digital revenue in the first nine months.