Experiments, prototypes, pilots, happy accidents; From Dynamic Weather targeting to KERCHING via the UK’s largest off-platform Retail Media proposition, in the last 3 years ITV has pioneered a path for broadcaster innovation in advertising.
ITV’s director of Advanced Advertising, Rhys McLachlan, talks to Marion Ranchet and lifts the lid on their process, the pitfalls, mistakes, successes and what his team are lining up for 2025.
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ABOUT KAUSER KANJI
Kauser Kanji has been working in online video for 19 years, formerly at Virgin Media, ITN and NBC Universal, and founded VOD Professional in 2011. He has since completed major OTT projects for, amongst others, A+E Networks, the BBC, BBC Studios, Channel 4, DR (Denmark), Liberty Global, Netflix, Sony Pictures, the Swiss Broadcasting Corporation and UKTV. He now writes industry analyses, hosts an online debate show, OTT Question Time, as well as its in-person sister event, OTT Question Time Live.