Channel 4 Launches New Streaming Opportunities for Brands

Channel 4 is launching new streaming advertising innovations to help more brands tap into Channel 4’s status as the fastest-growing streamer in the UK. 

Attribute online behaviour to viewing  

Attribute will for the first time enable brands to measure how streaming advertising impacts consumer spending patterns. By cross matching the IP addresses of viewers’ connected TVs, smartphones and laptops the new tool combines data on the viewing of adverts on Channel 4 streaming alongside data on online shopping.  

The tool measures consumer activity related to viewing such as purchases and links these back to the ads that prompted the activity. Channel 4 and measurement partner Adalyser will use the data to measure response rates for streamers exposed to specific ad campaigns.

Spending insights 

Approved Transactional will provide brands with the ability to precision target Channel 4 streamers. Matching debit and credit card transaction data from millions of consumers against the profiles of its 30 million registered streaming users, Channel 4 will create more than 50 new customer profiles for brands to target including travel, technology and automotive. Consumers’ transaction data is supplied by Acxiom and Affinity Solutions.

For example, a brand wishing to target holiday makers would be able to reach categories including Frequent Flyers, Low-cost Airline Flyers, Package Holidaymakers and Budget Hotel bookers. 

Household targeting 

Advertisers will be able to optimise where their ads appear on Channel 4 streaming, creating a more personalised advertising experience. Once an advertiser has selected a demographic to target, Channel 4 will offer the choice of targeting by location (down to street level, known as post code sector), from twenty-six content genres and by device type, time of day, and day of week. 

Fatima Dowlet, head of streaming and social propositions, 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 (BVOD) 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.”