Channel 4 to launch programmatic VOD marketplace

Channel 4 has today announced it will offer advertisers a digital marketplace to buy advertising programmatically – with access to its first party viewer data – on its upcoming view-on-demand platform, All 4, from next year.

Claiming it is the first broadcaster in Europe to develop a programmatic platform for agencies to buy VOD ads against unique audience segmentation, the broadcaster has partnered with Freewheel to get the platform up and running.

The first brands to trial the marketplace, which offers advertisers audiences based on their interests alongside their on-demand viewing behaviour, include Missguided, P&G, Very.co.uk, Baileys and rightmove.co.uk.

Channel 4 says its viewer database of over 11.5 million registered viewers now includes one in two of all 16-34 year olds in the UK.

“Our data strategy has enabled Channel 4 to lead the global digital TV ad market,” said Jonathan Lewis, head of digital & partnership innovation.

“Channel 4’s unique first-party data already offers advertisers superior targeting against our engaged, young, upmarket audience on our growing VOD platform – and the radical addition of automation and programmatic buying is another game-changer for the commercial TV VOD industry in 2015.

“With demographic targeting now representing over 20% of our total digital advertising revenue our data strategy continues to future proof our business, driving increased revenues and creative innovation.”