Channel 4 to launch new VOD ad targeting product

In a first for broadcaster VOD, Channel 4 has developed new ad targeting technology that will allow advertisers to leverage their own data to create targetable custom audience segments.

Announced by chief commercial officer Jonathan Allan during the Channel 4 Upfronts event this week, “Project Agora” is due to launch this autumn.

Channel 4’s head of digital and partnership innovation, Jonathan Lewis, who is leading the product development, said the commercial broadcaster believes the new tech will put it “another step ahead” of its competition, as it will “equal” the offering of pureplay digital platforms – “but within a much safer and compliant environment”.

“I am really excited about taking this product to market later in the year,” Lewis said.

“Coming off the back of the launch of Dynamic TV earlier this year – which enables potentially thousands of variations of data-driven creative to be served across big screen devices like smart TVs – there really isn’t a better time for advertisers to create personalised and targeted ad campaigns with Channel 4.”

The broadcaster claims to have 20 million active registered viewers on its VOD platform, All 4, and that over 70% of its revenue is currently generated through advertisers buying against first party registered viewer data.

The launch of the new targeting technology is part of Channel 4’s ongoing strategy to “accelerate its digital capabilities and mindset”, as outlined by CEO Alex Mahon last year.