Imagine your business on the UK’s biggest stage. ITV reaches more households than any other commercial broadcaster, and with ITVX, your ad can also stream to millions of viewers on demand. From live dramas and entertainment to sport and news, your brand sits in the heart of the nation’s most-watched moments.

Until now, TV advertising felt out of reach for many small and medium-sized businesses. That changes today. The ITV GenAI Ads Manager makes creating and launching a professional, BCAP-compliant TV ad as simple as typing in your business name. In minutes, you can:

• Generate a TV-ready ad with the help of AI
• Ensure compliance and quality checks are built in
• Pay securely and launch your campaign directly on ITV and ITVX

With ITV GenAI Ads Manager, SMEs finally have the keys to TV advertising: no big agency fees, no long timelines, just the fastest way to put your business on TV.

ITV GenAI Ads Manager – FAQ

What is the ITV GenAI Ads Manager?

The ITV GenAI Ads Manager is a self-serve creative platform powered by Streamr.ai’s GenAI technology. It enables ITV sales teams and SMEs to quickly generate BCAP-compliant TV ads, streamline approvals, and get campaigns on air with minimal friction. Get started today at: https://itv.streamr.ai/itv/

Who is ITV?

ITV is the UK’s largest commercial television network, reaching millions of viewers every day across its family of channels. In addition to linear TV, ITV operates ITVX, the UK’s biggest free streaming service with both live and on-demand programming. SMEs using the ITV GenAI Ads Manager can place their ads directly into this premium broadcast and streaming environment.

Who built the ITV GenAI Ads Manager?

The platform is built by Streamr.ai, the GenAI CTV company behind the creative automation tools powering ITV’s advertising workflows. You can learn more in the Streamr.ai FAQ.

Where will my ads air?

Ads created in the ITV GenAI Ads Manager are exclusive to ITV. Once approved, they can only be broadcast across ITV’s family of linear TV channels and streamed on ITVX. The platform is designed specifically for ITV’s ecosystem, ensuring your ad meets all broadcast standards and specifications.

How does the ITV ad creation process work?

The process has multiple stakeholders (ITV Sales, SMEs, and ITV Creative Production). Here’s the typical flow:

1. Salesperson Setup – ITV Salesperson logs into itv.streamr.ai/itv (after account setup).
2. Ad Generation – Enter a business name or website to generate an ad automatically.
3. Compliance Check – Click “Launch on ITV” → system checks for BCAP compliance. If not compliant, suggestions are provided.
4. SME Engagement – If compliant, the salesperson emails a thumbnail link to the SME prospect to drive engagement.
5. SME Commitment – Once SME agrees to buy media, they receive a link to complete ad creation & purchase.
6. SME Ad Submission – SME edits ad, clicks “Launch on ITV” again, passes compliance, enters payment, and submits for approval.

What if the ad isn’t BCAP compliant?

The ITV GenAI Ads Manager automatically flags compliance issues and suggests script or creative changes. These must be resolved before approval.

What happens after an SME submits an ad?

Once an SME submits an ad, Creative Production reviews it and will manage the Clearcast production process through:

• Reviewing the ad and sending it to Clearcast for approval with substantiation if needed
• Approve directly if compliant (depending on category)
• Request edits or provide feedback
• Guide the SME to make self-serve changes (or make them via Creative Production)

What file format does ITV require?

All ads must be delivered in ProRes format in ITV’s technical spec. The platform handles transcoding automatically.

Who approves ads before they go on air?

Ads must pass both BCAP compliance and Clearcast approval before airing. ITV Creative Production coordinates the final approval and trafficking.

What are credits?

Credits give you access to streamr.ai’s most powerful AI ad models. Designed for every stage of your campaign, from rapid prospecting to cinematic brand storytelling. Additional credits must be bought for models 3.0, 4.0 and 4.1, but version 2.0 is included within the ITV GenAI Ads Manager for £200.

• Models 1.0 & 2.0 (⏱️ ~30 sec): Blazing fast and optimized for scale. Ideal for quick-turn prospecting and always-on campaigns. Trusted by thousands of businesses to go live instantly on CTV.
• Model 3.0 (⏱️ 1–2 min): Quickly transforms your product images into sleek b-roll and professional-looking ads. Fast, flexible, and polished.
• Model 4.0 and 4.1 (⏱️ ~5 min): Powered by Google Veo 3, it delivers cinematic, story-driven ads with rich image-to-video capabilities—perfect for high-impact brand campaigns.

Image-to-Video Conversion: Included with Models 3.0 and 4.0. Upload your own images or tap into our built-in media library to generate dynamic footage on demand.