Published: Thu 10 Nov 2022

ITV today launches a game-changing new tool for advertisers – Automated Contextual Targeting (ACT) – providing insights into moods, objects and moments in programmes they can use to fine-tune campaigns.

Developed by ITV’s AdLabs advertising innovation group, ACT launched this week with Boots and Sainsbury’s as pioneering launch partners, and will soon be available via Planet V to pre-agreed advertiser partners.

ACT uses AI technology to scan through every show across ITV Hub, categorising every scene in them by mood, object or moment.

The technology, which has the ability to recognise facial expressions and words spoken within shows, has allowed the team to draw up three key themes for the pilot:

• Food, Drink And Mealtimes
• Moments of Joy
• Beauty And Cosmetics

Where an advertiser might typically buy Food as a Contextual theme and target shows like Ainsley’s Mediterranean Cookbook, the ACT algorithm surpasses this by giving them the ability to target moods, objects and moments.

That means they can then target Food, Drink and Mealtimes moments when they include ACT within their package, whether it be via a mealtime shown on Coronation Street, or contestants having a dinner date on Love Island. 

Bought via PHD, Sainsbury’s will be targeting Food, Drink & Mealtimes as an ACT buy for their brand new Christmas campaign, starring ITV favourite, Alison Hammond. The campaign features ACT ads showcasing hero products from their festive…