ITVX is ITV’s streaming platform, bringing together catch-up TV, exclusive series and live channels in one place. For advertisers, it represents a powerful way to combine the trusted reach of television with the precision and flexibility of digital video. This guide explores ITVX advertising formats, targeting options, buying models, creative considerations, and the opportunities it can unlock for brands.
Why Advertise on ITVX?
Audiences are no longer tied to linear schedules. With millions of registered users and a constantly expanding library of on-demand content, ITVX offers brands the chance to appear alongside some of the UK’s most-watched programmes. It bridges traditional TV and streaming, making it ideal for advertisers who want reach, but also control over who sees their campaigns.
ITVX Advertising Formats
ITVX offers a variety of formats designed to capture attention and fit seamlessly into the viewing experience:
- Pre-roll and mid-roll ads: video placements shown before or during on-demand programmes.
- Pause ads: displayed when a viewer pauses content, offering high visibility at a natural break.
- Display placements: banners and tiles within the app interface, providing static branding opportunities.
- Dynamic ad insertion: targeted ads served in live-streamed content, allowing for greater relevance.
- Sponsorship and product placement: brand integration with shows or genres for stronger association.
Audience Targeting on ITVX
One of the platform’s biggest advantages is its ability to go beyond broad demographic buying. Advertisers can combine traditional segmentation, such as region, age and household type, with advanced data-led targeting. Behavioural, interest-based and contextual targeting options allow brands to connect with viewers at the right moment, while tools such as audience matching link advertiser data with ITV’s ecosystem to build highly relevant campaigns.
Costs and Buying Models
While exact figures vary depending on campaign goals, ITVX generally operates on models familiar to both traditional and digital advertisers:
- Cost per thousand (CPT) is used in linear TV buying and still underpins many deals.
- Cost per mille (CPM) is more common for ITVX, closer to how digital video is purchased.
- Programmatic buying through platforms like Planet V gives advertisers the option to purchase targeted inventory directly and manage campaigns with flexibility.
- Sponsorships and integrations typically require higher investment but deliver long-term brand association.
The key benefit is flexibility. Brands can run national campaigns with broad reach or narrow the focus to specific audiences without losing scale.
Creative Considerations
Advertising on ITVX means sitting alongside premium content, so creative must reflect that quality. Key factors to consider include:
- Production value: viewers expect broadcast-level ads that match the quality of the shows.
- Length and storytelling: shorter formats need concise messaging, while mid-rolls allow for more narrative.
- Format adaptation: creative should be optimised for pre-roll, pause or sponsorship to ensure relevance.
- Compliance: all ads must meet industry standards before broadcast.
When executed well, campaigns benefit from the halo effect of high-quality programming, enhancing brand credibility.
6. Challenges and Opportunities
ITVX is still developing, which brings both challenges and exciting opportunities for advertisers.
| Challenges | Opportunities |
| High demand for premium slots | Advanced targeting ensures messages reach the right audience |
| Need for strong creative to stand out | Premium content environment elevates brand perception |
| Balancing budgets across TV and digital models | Flexibility to combine scale and precision |
| Younger audiences harder to reach via traditional TV | ITVX expands into new genres and attracts diverse viewers |
| Measuring effectiveness across platforms | Programmatic tools allow data-driven optimisation |
Why It Matters for Your Business
For brands in Northern Ireland and across the UK, ITVX advertising provides a bridge between the broad impact of television and the precision of digital targeting. It allows advertisers to build awareness, drive engagement and connect with audiences in new ways, all while maintaining the trust and prestige that comes with TV advertising.
Conclusion
ITVX advertising blends the best of both worlds: the reach and authority of television with the targeting and flexibility of digital video. With the right formats, smart targeting and strong creative, brands can achieve meaningful results in an environment where audiences are highly engaged.
At Platform Media, we help businesses make the most of opportunities like ITVX by developing campaigns that deliver impact and growth.