Digital advertising tech company Amobee has signed licensing agreements with ITV, the U.K.’s biggest commercial TV network, and Spanish-language broadcaster Univision Communications.
Amobee, which acquired ad software company Videology in 2018, made the announcements at the 2019 NAB Show in Las Vegas.
ITV will incorporate Amobee’s technology, which helps advertisers better control their campaigns, across ITV’s VOD service, ITV Hub.
This new functionality gives advertisers the ability to deliver mass simultaneous reach across linear channels, alongside targeted, data-driven advertising on the Hub.
The ITV Hub, which has more than 28 million subscribers, saw a 32% increase in viewing in the past year with more than 446 million hours of online viewing.
The ITV Hub had its biggest ever day on July 3, 2018 thanks to the World Cup and “Love Island” TV show. The Hub generated a record 9.7 million simulcast (live) and catch-up requests. England’s semi-final against Croatia saw 4.3 million simulcast requests — The Hub’s biggest ever number for live programming.
“This agreement accelerates the strategic development of our VOD advertising capabilities and provides a technology platform that will enable ITV to create an industry standard for VOD to match the established system for linear advertising,” Carolyn McCall, CEO, ITV, said in a statement.
“Our partnership will unlock the value of advanced TV for both ITV and their customers across the United Kingdom,” added Kim Perell, CEO of Amobee.
Separately, Amobee is enabling Univision to provide a data-optimized linear television offering to marketers, applying the same digital principles of granular audience targeting and campaign measurement.
“Our relationship with Amobee enhances our ability to create end-to-end solutions for clients who are seeking advanced data solutions and precision targeting against this valuable consumer segment,” said Steve Mandala, president of advertising sales and marketing at Univision.