ITV launches Live Addressable+ with Omnicom
May 19, 2026 17.08 Europe/London By Julian Clover


ITV has launched Live Addressable+, bringing addressable advertising to its live linear broadcast channels for the first time.

The product is going live through an exclusive beta trial with Omnicom Media Group, involving more than 20 brands across sectors including automotive, retail and telecoms.

Live Addressable+ extends ITV’s addressable advertising capabilities across ITVX and live broadcast channels ITV1, ITV2, ITV3, ITV4 and ITV Quiz.

Booked through Planet V, the product offers thousands of targeting options across live and on-demand viewing, including life stage, income bracket, location, automotive preferences and shopping behaviour.

ITV said the system uses its first-party audience data alongside partners including Carwow and Tesco Clubcard through ITV Retail Match, built around privacy-by-design principles.

Ben Allen, ITV director of commercial strategy and trading, said Live Addressable+ combines “the unparalleled scale and reach of broadcast television with the precision and targeting capabilities of digital”.

Danny Barnes, chief investment officer at Omnicom Media UK, said the launch represented “a significant evolution” in how brands access television, offering greater precision and accountability at scale.

ITV said the product will be rolled out to the wider market in the coming weeks.