Mediatel Logo original-file's-desc Mediatel Logo Connected: Display Connected: Media Landscape Connected: Regional Connected: AV Connected: Surveys Connected: Direct LinkedIn LinkedIn logo icon Twitter Twitter logo icon Youtube Youtube logo icon Flickr Flickr logo icon Instagram Instagram logo icon Mail Mail icon Down arrow

Channel 4 to launch new VOD ad targeting product

06 Jun 2019  |  Michaela Jefferson 
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.

Leave a comment

Thank you for your comment - a copy has now been sent to the Mediatel Newsline team who will review it shortly. Please note that the editor may edit your comment before publication.

DATA SNAPSHOT

13 Dec 2019 

Data from Mediatel Connected
Find out more about the UK's most comprehensive aggregator of media data.

Arrange a demo
Advertisement

Newsline Bulletins

Receive weekly round-ups of the latest comment, opinion and media news, direct to your inbox.

More Info

Join thousands more readers by signing-up to receive our trusted news and opinion articles over email.

 

Please read our privacy policy.

As you're already registered with us, we've sent you an email which will allow you to manage your communication preferences.

Nice one. We've emailed you for verification. We'd like to get to know you and if you give us your details we promise not to share it with others or spam you.

Please complete the following fields:

 

Please read our privacy policy.

//-->