ITV AdLabs is upgrading its Automated Contextual Targeting (ACT) tool in partnership with search intelligence platform Captify in order to better identify key emotional moments for ad targeting.
Captify’s advanced contextual classification technology will enable ITV to identify specific moments, themes and emotions throughout its programming to offer more precise targeting opportunities for advertisers.
Developed by ITV’s AdLabs, the broadcaster’s upgraded ACT tool will be launched alongside the DHSC Every Mind Matters campaign, via OmniGOV and Wavemaker, which coincides with World Mental Health Day.
“Our partnership with Captify will help advertisers get closer to moments that matter in ITVX shows with even greater scale and precision, and I’m thrilled DHSC are our launch advertiser with this important and timely campaign,” ITV controller of advanced advertising, Jayesh Rajdev said.
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“Using ACT to improve resonance for mental health advertising highlights how the power of TV advertising can be used for good and makes sure that advertisers.”
ACT will also be used throughout this campaign to identify moments across ITVX programming to find audiences that are more likely to feel anxious or stressed, and direct them to the Every Mind Matters online portal.
Captify chief product officer, Amelia Waddington added: “We have built Captify’s business on our ability to develop technology that understands natural language and turns it into intelligence. Bringing that ability to television through ITV’s massive content catalogue and ad platform will bring a huge boost of scale and effectiveness for ITV advertisers.”
