Channel 4 has introduced a series of advertising developments for its streaming proposition.
An enhanced private marketplace aims to open up streaming ad opportunities for small and medium-sized businesses and agencies.
It will enable them to transact directly with Channel 4’s streaming inventory via real-time bidding, meaning ad space can be auctioned in milliseconds. Channel 4 is partnering The Trade Desk for the marketplace, with plans for additional partners as the offering develops.
Brands will have access to enhanced data capabilities and insights informed by geo data, device type and genre across connected TV devices, mobile and desktop.
The marketplace is currently in beta phase. Channel 4 has already delivered campaigns with a number of agency groups and brands across sectors including FMCG, beauty, travel and tech. A full launch date has yet to be announced.
Meanwhile, the Attribute tool will measure how streaming advertising impacts consumer spending patterns. By cross-matching the IP addresses of viewers’ connected TVs, smartphones and laptops, it combines data on the viewing of ads on Channel 4 streaming with data on online shopping.
Approved Transactional allows brands to precision-target streaming viewers. It matches credit and debit card transaction data from millions of consumers, supplied by Acxiom and Affinity Solutions, against the profiles of Channel 4’s 30m registered streaming users.
The broadcaster will create more than 50 new customer profiles for brands to target, including travel, technology and automotive.
Furthermore, advertisers will be able to create a more personalised experience for viewers by optimising where their ads appear on Channel 4 streaming. After choosing a target demographic, Channel 4 will offer advertisers the choice to target by location (down to post-code level), from 26 content genres and also by device type, time of day and day of week.
Fatima Dowlet, head of streaming and social propositions at Channel 4 Sales, said: “We’re giving brands and agencies unique new flexibility to target Channel 4’s young, engaged streamers, tapping into the unique ability of broadcaster VOD services to captivate and retain desirable audiences.
“While respecting viewer privacy and anonymising data, Channel 4 will continue driving the best innovation for the benefit of our viewers and commercial partners.”
