ITV’s new streaming service, ITVX, has offically launched today with a nationwide campaign across TV, cinema, digital video, and outdoor.
ITVX has launched with 10,000 hours of content available for free with premieres including A Spy Amongst Friends and Tell Me Everything.
The campaign aims to drive awareness, consideration and trial of ITVX and target “mainstreamers” with high impact and frequency during this launch period.
This is an audience segment, identified by research and first-party data, that increasingly watch TV content via streaming services, and are interested in “big, high quality, mainstream content”.
Creative is by ITV Creative, the broadcaster’s in-housse agency and media was planned and bought by WPP media agency Essence.