Channel 4 launches personalised audio TV ads

25 Apr 2017  |  Clarissa Windsor 
Channel 4 launches personalised audio TV ads

In what is being described as a world first, Channel 4 is set to launch a series of ads that will speak out the name of the viewer as part of the creative.

The new interactive VoD format will enable advertisers to incorporate the individual names of registered All 4 viewers - currently numbered at 15 million - into the audio of their adverts, taking targeted advertising to a new level.

The first brands to take part include Foster’s, 20th Century Fox and Ronseal, with campaigns launching on All 4 this month.

"The most attention grabbing word for anyone to hear is without doubt one’s own name, so to be able to offer advertisers the chance to speak directly to our millions of viewers is not just unique, but an immensely powerful marketing tool which adds even more value to All 4’s increasingly personalised experience,” said David Amodio, Channel 4’s digital and creative leader.

In 2015 Channel 4 launched the world's first visually personalised TV campaigns with Coca-Cola and Burberry which saw viewers’ names appear on bottles of Coca-Cola and Burberry perfume bottles.

Ifeoma Dozie, brand director at Foster’s owners Heineken, said of the latest development: “Enjoying a beer with mates is one of the most sociable things we can all do. This ground-breaking technology means that the majority of people will get a personalised ad, it’s like a digital ‘cheers!’”

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