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: itv.streamr.ai

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.

ITV Commercial Terms

1. Applicability
   1. 1.1. These terms (the "ITV Terms") apply as between the Company (solely for purposes of Sections 4.1 and 7), ITV Broadcasting Limited (“ITVB”) and any User (referred to herein as the "Advertiser") who uses the Site and any Gen AI Tools to create Outputs for the purpose of an advertising campaign on any channel, platform, or service owned or operated by ITV PLC or any of its subsidiary companies ("ITV").
   2. 1.2. The definitions used in the Streamr Terms of Use between you and Company (the "Terms") have the same meanings in these ITV Terms, except where expressly modified below.
   3. 1.3. By using the Site to create advertising for ITV, you are an Advertiser and agree, for good and valuable consideration, to be bound by these ITV Terms.
2. Definitions
   1. 2.1. In this Addendum:
      1. "Advertiser" means the User creating advertising for broadcast on an ITV platform.
      2. "Advertisement" means the Outputs (as defined in Section 36.2.1 of the Terms) generated by the Advertiser using the Gen AI Tools for a specific advertising campaign with ITV.
      3. "Advertiser Materials" means the Inputs (as defined in Section 36.2.1 of the Terms), including all data, information, text, images, logos, and other content provided by or on behalf of the Advertiser for the creation of the Advertisement.
      4. “ITV Additional Terms" means the following (as applicable): (i) any booking agreement or deal arrangements with ITV in respect of an Advertisement; (ii) the latest version of the Broadcaster Standard Terms and Conditions, STV Broadcaster Standard Terms and Conditions and Deal Conditions accessible at https://www.itvmedia.co.uk/trading-terms-conditions/itv-airtime-terms-and-conditions; and (iii) the latest version of the Digital Terms and Conditions accessible at https://www.itvmedia.co.uk/trading-terms-conditions/itv-digital-advertising-and-digital-solutions-services-terms-and-conditions.
3. Advertiser Materials
   1. 3.1. The Advertiser is solely responsible for all Advertiser Materials. The Advertiser hereby warrants and represents that:
      1. (i) all Advertiser Materials comply with all applicable laws, regulations, and advertising codes;
      2. (ii) all necessary rights, licences, clearances, and consents for the use of the Advertiser Materials in the Advertisement have been obtained and paid for in full by the Advertiser; and
      3. (iii) the Advertiser Materials, and their use by Streamr or ITV to create and broadcast the Advertisement, do not and will not infringe any third-party rights, including but not limited to any intellectual property rights, moral rights, privacy rights, or rights of publicity.
4. Intellectual Property Rights
   1. 4.1. The Advertiser and Company acknowledge and agree that, notwithstanding Section 36.2.2 of the Terms, upon creation of the Advertisement, all intellectual property rights in or to the Advertisement (save for the pre-existing rights in the Advertiser Materials as incorporated therein) shall belong to and vest in ITVB for the full period of such rights for all purposes including exploitation of the Advertisement in all media whether now known or hereafter invented or devised, together with all rights of action (including the right to sue for past infringements), powers, and benefits belonging to or accrued to such rights. For the avoidance of doubt, any assignment of intellectual property rights herein in no way includes any intellectual property rights of Company in the Gen AI Tools, the Site or in Site content owned by Company or its suppliers.
   2. 4.2. On ITV’s request, the Advertiser and the Company (as applicable) shall execute or cause to be executed all documents and do or cause to be done all further acts and things as ITV may reasonably require to give full effect to the terms of the first sentence of Section 4.1.
   3. 4.3. ITVB hereby grants to the Advertiser a non-exclusive, royalty-free, non-transferable, revocable licence to use the Advertisement strictly for the advertising campaign(s) and for the duration agreed in the relevant booking agreement with ITV, and only on channels and platforms owned or operated by ITV.
   4. 4.4. The Advertiser agrees not to use, or permit the use of, the Advertisement for any other purpose, on any other platform, or with any other broadcaster without obtaining ITVB's prior express written consent, for which a fee may be payable.
5. Responsibility and Broadcast
   1. 5.1. Upon production of the final Advertisement for the Advertiser, the Advertiser assumes full responsibility for the Advertisement under and in accordance with the Additional ITV Terms.
   2. 5.2. The parties acknowledge that the booking, broadcasting, and transmission of the Advertisement on ITV's channels and platforms shall be governed exclusively by the applicable ITV Additional Terms.
6. Limitation of Liability
   1. 6.1. This section sets out the entire financial liability of ITV in connection with any Advertisement produced or procured by or on behalf of ITV pursuant to this arrangement.
   2. 6.2. Nothing in these ITV Terms limits or excludes the liability of ITV for death or personal injury resulting from negligence; for fraud or fraudulent misrepresentation; or for any other liability that cannot be limited or excluded by applicable law.
   3. 6.3. Subject to clause 6.2, the aggregate liability of ITV in connection with any Advertisement, howsoever arising from or in connection with the use of the Site or the supply or use of the Advertisement (whether for breach of contract, negligence, misrepresentation, or otherwise) shall not in any circumstances exceed the sum of £10,000 (ten thousand pounds sterling).
7. General
   1. 7.1. Company shall be entitled in its own right to enforce the provisions of Sections 1, 2, 3, 4.1 and 7 of these ITV Terms. For the avoidance of doubt, except as specified in the first sentence of Section 4.1, these ITV Terms do not in any way limit Company’s rights under the Terms.
   2. 7.2. These ITV Terms and any dispute or claim arising out of or in connection with it or its subject matter or formation (including non-contractual disputes or claims) shall be governed by and construed in accordance with the law of England and Wales. Subject to Section 7.1 and in accordance with the Contracts (Rights of Third Parties Act) 1999 ("Act"), these ITV Terms will not be enforceable under the Act by any person who is not Advertiser, ITV or Company.
   3. 7.3. Each party irrevocably agrees that the courts of England and Wales shall have exclusive jurisdiction to settle any dispute or claim arising out of or in connection with these ITV Terms.
   4. 7.4. Notices for purposes of ITV shall be made to Head of Legal and Business Affairs, ITV Commercial, ITV White City, 201 Wood Lane, London, United Kingdom, W12 7RU, Attn: Legal Department.