ITV expanded addressable solutions for FMCG advertisers
April 1, 2025
ITV has announced its new Proximity Shopper addressable advertising offering and new elements to its Retail Match solution – providing increased targeting and insights for FMCG advertisers through ITV’s advanced self-serve addressable platform Planet V.
Proximity Shopper, in partnership with Circana, a market insights company, is now available in Planet V. It provides a dynamic solution for brands to target their ad campaigns geographically, by identifying optimal postcodes using Circana Sales data from all major supermarkets, convenience stores and service stations across all of the UK. A number of FMCG Brands that have already trialled the solution include Who Gives a Crap and Pick Up, with the targeting now available to all relevant FMCG retailers.
Retail Match (formerly Matchmaker) which launched in 2023 in partnership with Tesco Media and Boots has two new developments – automation of Tesco audiences in Planet V via InfoSum, and a new suite of effectiveness products.
Tesco audiences which will be ‘always-on’ in Planet V, will include category and seasonal audiences, such as ice cream, vegan, health and beauty, and household, providing advertisers the opportunity for self-service, tactical activation with further expansion in 2025.
The new suite of Retail Match effectiveness products are powered by ITV and Tesco first-party data. It includes a groundbreaking study newly created for ITV, designed to help FMCG brands understand both short term sales and longer term outcomes such as repeat purchase and customer lifetime value by using real sales data.
Tesco audiences in Planet V will be available to Tesco suppliers this month and enhanced reporting elements are being tested and will follow.
Nadine Warren, ITV Advanced Advertising Manager, commented: “We’ve invested a lot of time listening to FMCG advertisers of all sizes to inform how we evolve the Retail Match proposition. Simplicity of access via Planet V, and smarter measurement that captures the full picture of how data-driven TV drives brand growth, are two major developments which we believe are pivotal to addressing their big questions.”
Stacy Gratz, Sales & Marketing Director, Tesco Media, added: “We’re excited to see our partnership with ITV grow and we hope that the evolved Retail Match solution will empower FMCG brands to achieve more precise targeting and insightful measurement. This advancement reflects our dedication to helping advertisers navigate the complexities of modern media landscapes and drive impactful results.”
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