ITV and Magnite have announced details of a partnership to widen the TV ad market.
Marking the next phase in its strategy to enable generative AI ad creation, ITV is leveraging Magnite’s streamr.ai technology to launch its ITV GenAI Ads Manager platform. The solution provides SME advertisers with the capability to create AI-powered adverts sourced from their online owned footprint such as websites and social media, widening access to TV advertising.
Utilising an entry-level tailored package, advertisers can work with ITV Commercial’s creative production team to produce TV ads in less than 30 seconds, said the broadcaster.
Aiming to help facilitate the necessary clearances and ensure compliance with regulatory frameworks, the UK Code of Broadcast Advertising (BCAP) has been integrated into the creation and feedback process, and all content created by the platform will be subject to clearance by ClearCast before appearing on TV.
More than 200 new-to-TV brands each year are supported by ITV’s Commercial creative production team and the facility is open to all new SME advertisers.
Jason Spencer, business development director at ITV, said, “After our groundbreaking launch of GenAI ads last year, this is the next exciting stage in how we use the fast-moving technology to make TV advertising more accessible for any small business which previously wouldn’t have been able to tap into its power to grow their business. By using the specially created ITV GenAI Ads Manager powered by Magnite’s streamr.ai and training up all our team to use it, we’re continuing our ongoing commitment to support SMEs and innovate by democratising the creative production process even further.”
Jonathan Moffie, head of Agentic Product at Magnite, added, “Streamr.ai is built to remove barriers and make high-quality video production accessible to every business. Partnering with ITV to launch the GenAI Ads Manager brings that vision to life on the UK’s biggest stage. Training a UK-specific model that automatically produces BCAP-compliant commercials has been especially exciting, as it reduces the clearance process. Together, we’re enabling thousands of SMEs to create broadcast-ready ads in seconds, unlocking the full potential of TV advertising as a powerful growth driver.”
