ITV optimizes its digital advertising with SAS®

SAS® helps UK's largest commercial broadcaster manage, forecast and optimize ad inventory, better serving advertisers

ITV, the UK's largest commercial broadcaster, has adopted cloud-based ad server technology provided by SAS, a leader in business analytics and integrated marketing management, for its online services including the ITV Player video on demand service. SAS® Intelligent Advertising for Publishers will help the broadcaster manage, forecast, serve, optimize and measure ad inventory across all its platforms. SAS Intelligent Advertising for Publishers helps determine which ad should be shown at what break during a particular program for maximum effectiveness.

Simon Daglish, Group Commercial Sales Director, ITV said: "We are delighted to be working with SAS for all of our on demand display and video advertising and are looking forward to working together to develop the adserver to deliver some of the best operational disciplines and insights from TV and online."

ITV can use SAS Intelligent Advertising for Publishers across all its on-demand platforms including, Playstation, Freesat, iOS and Android.

"Online video is undergoing huge growth and SAS' multi-platform advertising approach helps ITV serve its users on any digital device on which ITV chooses to make its content available," said Jeff Wood, Senior Director for SAS Intelligent Advertising. "By utilizing just one system to deliver all its advertising on these devices ITV is able to optimize the delivery and performance of advertising campaigns with real efficiency."

The digital advertising market is growing rapidly. Last year $32 billion was spent on online advertising in the United States and the market is projected to reach $50 billion by 2015 1 . Despite its size the digital ad market is fragmented and lacks purpose-built analytical applications, making it difficult for publishers to effectively manage ad inventory and optimize profitability.

1 eMarketer, June 2011.

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