Media owner spotlight: How ITV is looking to attract digital start-up brands to television

Speaking exclusively to WARC, Kelly Williams, ITV’s managing director/commercial, revealed that the broadcaster is seeing a surge of interest from new-to-TV brands precisely at the moment that some of the medium’s most dependable advertisers are slashing budgets.

Look closely and you will see that digital brands have been advocates of offline media effectiveness for some time. Take Netflix’s radio sponsorship campaign to promote its content in Singapore, or even Apple and Google’s continued investment in billboard advertising.

Figures from Thinkbox, the UK’s commercial TV body, show that online businesses (including everyone from Google to Just Eat and Trivago) represent the biggest category of advertisers on British television. Collectively, they accounted for almost 15% of total spend on TV in 2018 – and 40% more than the next-largest category, food.

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