Channel 4 has signed Dentsu Aegis Network as the first agency group to buy advertising programmatically on its soon-to-launch digital TV service, All 4, which replaces 4oD this year.
Through an exclusive partnership with Freewheel for 2015, Channel 4 is the first broadcaster in Europe to have developed a programmatic trading platform for its TV on-demand service that offers agencies and advertisers the opportunity to buy ads in real-time, as well as giving access to its first party viewer data.
Carat and Vizeum are the first agencies to use their programmatic demand side technology to access All 4 – and from launch will be able to buy ads against unique demographic audiences, as well as bespoke client segments.
Later in the year, media agencies will also have access to Channel 4’s new interest-based audience segmentation currently being trialled by brands through the broadcaster’s direct sales function, which will operate alongside the programmatic platform.
Channel 4’s integration with Freewheel will additionally allow advertisers to buy programmatically against the broadcaster’s first party viewer data on catch-up and simulcast on the multiple platforms and connected devices All 4 sits on, such as YouView and Xbox, before the end of the year.
The first ad campaigns with brands from Carat and Vizeum bought programmatically will air from this month – ahead of the launch of Channel 4’s new digital TV service, All 4, due to go live at the end of Q1.
“We’ve had a lot of interest from the industry after we announced our digital marketplace plans at our Upfronts last autumn – particularly as we’re the only broadcaster in Europe to offer this and with the unique benefit of access to the superior targeting the market currently enjoys from 4 directly,” said Jonathan Lewis, head of digital innovation and partnerships at Channel 4.
“Welcoming Dentsu Aegis Network on board ahead of All 4 launching is a testament to the appetite from agencies to buy TV on-demand advertising programmatically.”
Mathew Platts, president of Amplifi UK, added: “We are focused on making the industry data promise a reality for our clients, delivered at scale across premium content. This first to market premium programmatic opportunity with All 4 exemplifies our ambition and will allow us to better demonstrate the value of investing in media.”
