Channel 4 announces first data advertising partners

Channel 4 has announced the initial line-up of advertisers to sign up to its new commercial data initiative, which offers advertisers TV buying audiences on 4OD for the very first time.

Released to market in February, Channel 4’s opening commercial data offer gives first party viewer registration data from its database, which currently has over seven million registered users.

The group of advertising partners to join the data pool include Microsoft, Nokia, O2, Bulmers, Unilever and B&Q, and the new data offering will enable these clients to target the same audiences that they buy on TV on 4OD, such as 16-34s and ABC1s.

To run alongside the campaigns, Channel 4 has invested in a major research project to evaluate campaign efficiency and effectiveness and provide further insight into video on demand user behaviour, partnering with digital analytics company comScore, and strategic consultancy MTM London.

Jonathan Lewis, head of digital for Channel 4 said that the business is looking forward to offering demographically targeted ad packages on 4OD that will ultimately “revolutionise the way [Channel 4] trade digital advertising.

“Over the next few months we will monitor the effectiveness and reach of the campaigns and will share results with the industry later this year,” he said.