ITV.com key in £150m online revenue plan

by Jan Harris

ITV.com is a key element in the broadcaster’s strategy to make £150m in online revenue by 2010, according to Jeff Henry, Managing Director of ITV Consumer, at the Association of Online Publishers’ 2007 annual conference in London.

ITV is aiming for a three-fold increase in revenue, with online display, video and local ads playing an important part. The broadcaster is also planning a new targeted video ad system.

According to Henry, 89% of viewers of video content had watched a pre-roll ad. Traffic to ITV.com has increased 45% over the past year, and the amount of time spent on the site has doubled.

Broadband TV service, ITV.com, was launched this summer and now offers a range of programming online. It provides both archived and recent content, allowing user to catch up with episodes of programmes such as Coronation Street and Emmerdale.

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