Advanced Television

Imagine enhances ITV’s ad management

September 13, 2019

Colin Mann @ IBC

Media and entertainment technologist Imagine Communications, has confirmed that a new generation of its Landmark Sales solution will improve advertising management for the UK’s largest commercial television network ITV.

In an extension of Imagine’s longstanding relationship with the network, earlier this summer, ITV completed an upgrade to the more modern, efficient and technically-advanced Landmark II system, allowing it better to manage linear airtime sales across its increasingly diverse advertising ecosystem. The implementation leverages existing API-based touch points that have been developed by Imagine for key ITV systems, streamlining the integration of Landmark II into the ITV advertising technology platform and wider linear ecosystem.

“Imagine has demonstrated a keen understanding of our needs and how its technology can help us take advantage of new opportunities,” commented Jill Kerslake, ITV director of sales operations. “Key for us in this upgrade process was that it was a smooth transition to Landmark II with minimal interruption to our work, and the new, more flexible system is already proving valuable.”

“ITV’s forward-thinking technical strategies have contributed to its leading position amidst change and growth in the UK television market,” added Rob Malcolm, senior vice president of global sales, ad tech, for Imagine Communications. “We look forward to working with ITV to help them maximise the operational and business advantages of Landmark II as we continue to fine-tune our highly automated and tightly integrated sales solutions to more efficiently address evolving advertising models.”

Landmark II enables media companies to create and deliver efficient ad sales campaigns across platforms at a range of price strategies using multiple sales methodologies. Imagine’s customers can use Landmark to maximise revenue and control operational costs across linear, on-demand, linear addressable and web or display platforms through efficient use of airtime, comprehensive business data insights and a suite of automated tools.

Categories: Advertising, Articles, Broadcast, FTA