STV Group PLC STV Player inventory live on Planet V
March 07 2023 - 1:05AM
RNS Non-Regulatory
TIDMSTVG
STV Group PLC
07 March 2023
7am, Tuesday 7 March 2023
STV Player launches on Planet V and doubles targeted advertising
in Q1
-- STV Player's inventory now live on programmatic video advertising platform, Planet V
-- 90% of STV's digital advertising now targeted across the UK, compared with 40% in 2022
-- Scottish advertisers and agencies can now book data-enabled,
fully-addressable advertising on STV Player for the first time
Scottish media company STV Group has joined ITV's advertising
platform, Planet V, and seen the level of targeted, programmatic
advertising on their streaming service, STV Player, increase from
40% to 90% in its first month since going live.
In December 2022, the broadcasters announced an enhanced
strategic partnership which sees STV Player take exclusive Scottish
rights for a range of ITVX original and premier content,
encompassing at least 100 hours of new boxsets per year . The
agreement has also seen ITV's market-leading sales team taking on
exclusive responsibility for selling all digital VOD and simulcast
advertising inventory on STV Player, including joining Planet V.
The partnership extends ITV's sales reach and allows STV to benefit
from ITV's unrivalled scale and targeting capability in the UK
market.
In addition to UK-wide clients, Scottish advertisers and
agencies can now use the self-service Planet V platform to explore,
plan and book targeted campaigns on STV Player that are customised
to their needs and powered by first party user data, all in a brand
safe, premium and automated environment.
The partnership creates a genuine one-stop-shop for Scottish
advertising for the first time across linear, VOD and now
programmatic, with the aim of attracting new, digital-only
advertisers who haven't advertised on TV before.
Peter Reilly, Commercial Director of STV, said: "Digital
advertising has been a strong performer for STV in recent years,
with revenues more than doubling since 2018. Through this enhanced
partnership with ITV, our digital sales will now benefit from
unrivalled scale and targeting capability at very high volume
through the Planet V platform. We're seeing the impact in our
performance after only a few weeks, with higher advertising yields
and new digital-only advertisers coming onto the platform for the
first time."
Rhys Mclachlan, Director of Advanced Advertising ITV, said:
"We're delighted to have STV join us on Planet V and to see the
positive effect that it is already having. Bringing STV inventory
onto the platform and enabling common data targeting across both
STV and ITV's inventory delivers material buying efficiencies and
adds real value to our mutual advertiser and agency partners."
Planet V is the UK's second largest programmatic video
advertising platform after Google, giving advertising agencies
access to data-enabled, fully addressable audiences at scale. It
offers self-service capability with more than 1500 users across
every agency group, and first party customer data from over 40m
users, now including STV Player.
STV will continue to sell digital sponsorship, partnerships and
all Scottish spot advertising through its in-house teams in London
and Scotland.
Media Contact:
Kirstin Stevenson, STV | kirstin.stevenson@stv.tv
|07803970106
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