Channel 4 is to become the first UK broadcaster to offer 100% targeted advertising across its on-demand service, All 4, on every device.
The move is expected to “significantly increase” the scale of Channel 4’s personalisation and targeting capabilities based on viewers’ age, gender, location, interests and behaviour, with the broadcaster having access to first-party data on all All 4 viewers from 2018.
Channel 4 said it is also actively exploring opportunities to progress targeted advertising on traditional linear TV and is currently talking to a range of potential partners including Sorenson Media, YouView and Sky AdSmart .
“From next year every All 4 advertising opportunity will be personalised or targeted which has proven success for brands reflected in our double-digit year-on-year revenue growth for the last several years,” said Jonathan Lewis, head of digital and partnership innovation.
“And All 4 continues to grow as record-breaking numbers of registered viewers loyally return to the biggest range of entertainment on any on-demand service available for free.”
At the end of 2016, sign-in became mandatory on All4.com, the iOS and Android apps, Samsung and XBox 360.
Over the course of 2017, mandatory sign-in has been rolled out on Amazon Fire TV, Roku/Now TV, Freesat, Freeview Play and XBox One, leaving only PS3 and 4 and YouView – all of which are lined up for 2018.
Last week ITV also announced plans to deploy new technology that will enable it to deliver addressable ad campaigns across its linear broadcaster channels from early next year.
The news, announced on Thursday evening during the broadcaster’s annual Gala, means ITV will have the capability deliver “dynamically personalised ads” on its channels using adtech from Sorenson Media.
The technology works only on connected ‘smart’ TVs – and it appears viewers can opt out – and combines the targeting and measurement of addressable advertising with the scale and reach of ITV’s TV channel portfolio.
The tech will use anonymised targeting data to deliver ads that are relevant to their interests, demographics and lifestyle.
