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.

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