In a UK media first, the innovative new digital ad format enables advertisers to serve alternative bespoke creative to different viewers registered with Channel4.com based upon their age and gender. The broadcaster’s over 8.5 million and growing database uniquely allows brands to reach one in three of the UK’s 16-24 year olds.
The exclusive partnership was brokered by Matthew Eagle, Broadcast Manager, Carat and Heidi Gately, Digital Account Manager, Channel 4 and will deliver dynamic personalised video ads around 4oD content from Friday 16th August 2013.
Viewers will be served either a male or female version of the ad’s interactive features based on their registration data. The female creative contains a personality quiz feature and also a competition link. The male creative consists of a car colour palette, allowing users to visualise the car in a range of different colours, as well as video elements.
David Amodio, Digital and Creative, Channel 4 said: “This is great example of Channel 4 bringing together our viewer data strategy alongside our innovative suite of 40D ad formats to offer advertisers the chance to target the right audiences with impactful and engaging creative.”
Matthew Eagle, Carat, said: “Channel 4 are leading the way in ad innovation across the VOD platform, with highly engaging advertising formats. The Adapt targeting format will enable clients to move into a space with data driven targeting at the heart, allowing us to continue our mission to drive real business value for our clients that use it.”
Andy Freeman, Head of Digital & Relationship Marketing, Vauxhall said: “Our approach at Vauxhall is to embrace fresh thinking in all that we do, and to be a leader in the digital space in particular. This campaign underlines that approach and Channel 4’s Adapt offering was the ideal solution to help us achieve this. For the launch of ADAM (our new city car), we know that VOD is a very important channel to reach our target consumer, but we want to ensure that the content we serve to audiences is as relevant as it can be.”
The launch of Adapt bolsters the existing portfolio of eight digital ad products on 4oD including Ad Pause, Ad Extend, Ad Link, Ad Mix and Ad Bloom, giving advertisers even more opportunities to engage with audiences.