Channel 4 launches the Premium Video Xchange

From early next year advertisers will able to programmatically buy demographic audiences on Channel 4’s All 4 platform, the broadcaster has announced.

The Premium Video Xchange (PVX) will allowing buying across all devices and follows Channel 4’s earlier move to supply first-party, data-led targeted ad products on mobile devices and PCs.

The broadcaster said PVX offers a new way of trading All 4 advertising inventory on a range of screen sizes and will give advertisers the to ability to buy demographic audiences at a household level for viewers who watch All 4 on shared devices such as YouView, Xbox and Samsung connected TVs.
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As the ad exchange enables Channel 4 to identify All 4 audiences regardless of where they watch, next year it will become the first broadcaster to move broad Run of Site (ROS) inventory into a fully targeted offer.

Speaking at Channel 4’s Upfront event in London, Jonathan Lewis, head of digital and partnership innovation, said: “Next year All 4 is about access to audiences everywhere. As TV viewing behaviour changes it’s vital that we adapt to keep apace with our viewers.

“Having proven the effectiveness of our data-driven programmatic offer which is still unique in the UK market, we believe that the premium video environment of All 4 is the most effective and efficient digital TV platform for advertisers to reach real people wherever they choose to watch TV.”

Channel 4 said that a third of viewing to All 4 is now played on the big screen via a shared device, with YouGov commissioned research revealing All 4 on shared devices delivers 1.8 multiple viewers.

Advertisers will be able to access the additional viewers to extend the reach of their campaigns on these platforms.

From 2016 Channel 4’s programmatic buying option on All 4 will be extended to all agencies and advertisers and could result in programmatic revenues doubling to represent 30% of total video advertising revenue by the end of next year.