ITV BUSINESS
Creating your own video advert for the ITV Hub
Product Strategy · Proof of Concept · User Experience Design · User Research · Visual Design · Front-end Development · Neo4j + GraphQL
With 350 million hours of content viewed each year, we took ITV’s video on demand service and created a platform for SMEs to benefit from the massive advertising potential.
Video on demand is bigger than ever before. With 23 million viewers registered to ITV Hub, ITV knew there was potential for a significant revenue stream. The challenge? How to persuade marketing managers, some with little advertising experience, that video ads on ITV Hub were an affordable and dependable advertising investment?
One platform. All your campaigns.
A tool to make your own campaigns, no matter your background or budget. We designed and built a self-service platform that helps businesses manage their own video ad campaigns. Budgets and audience targeting flexible enough to test the waters, plus help creating video ads from the experts at ITV, all in one place.
Keep calm and make an advert
Advertising can feel like a big commitment for many. Through regular user interviews, we found people were anxious about committing to advertising. Our design and user research teams worked closely to create a campaign builder that informed and reassured at every step. Our goal? To turn a potentially daunting task into a clear choice.
“The aim was to minimise drop-off by informing and reassuring, particularly for those new to advertising”
Chris Elphick — Creative Director 100 Shapes
Reaching the people that matter
Key to the success of the platform is giving marketing managers the power to reach audiences that care most about their business. Age, occupation, location and more – with thorough targeting options and live feedback tools we designed the controls to reach those interested in what they have to offer.
Is your advert having an impact
ITV know their stuff. Creators of consistent award-winning television, it only made sense to tap into their expertise. We made opting for ITV resources and support clear and affordable, should businesses need help creating their own beautiful adverts fit for telly
The Director’s cut
ITV know their stuff. Creators of consistent award-winning television, it only made sense to tap into their expertise. We made opting for ITV resources and support clear and affordable, should businesses need help creating their own beautiful adverts fit for telly.
Truly ITV Hub
Playful. Friendly. Fizzling energy; we weaved the ITV Hub tonality into the product. From copywriting to the user interface, our easy-going experience was designed to feel at one with the ITV Hub brand.
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Optimised to convert visitors to customers, the marketing site incorporated the voice of existing customers to describe the product’s benefits and features.
Built to perform
Our developers and designers worked together to optimise the user experience. The product is built in React. For the marketing site, Gatsby pulls in data to build a static, server-less website, which gives ITV great flexibility.
The outcome
Simple, friendly online tools to build, track and manage video ad campaigns. The platform offers an exciting combination of TV advertising blended with the targeting power of digital. Launched as a trial, ITV successfully opened up video advertising to hundreds of SMEs. Offering for the first time, broadcast video ads to smaller businesses and helping them to build their brands.
“Outsourcing sucks…except for when it is with 100 Shapes. They are amazing.”
Jim Taylor Senior Product Manager