Editor ©RapidTVNews | 16-09-2011

The UK’s fourth largest broadcaster, Channel 4 has unveiled new services designed to improve on demand advertising campaigns and to drive interactivity and engagement.

Video on demand (VOD) industry is a core play for Channel 4 with its 4oD service. With that in mind its Future and Digital Media Ad Sales (FADMA) have launched demographic targeting for VOD advertising campaigns and a new creative suite of online video formats to drive interactivity and engagement.

By applying the new creative suite of online video formats, Channel 4 says that is will be able to offer advertisers the opportunity to buy by demographic as well as genre, what it claims will mark a new approach to trading over digital platforms.

Commented Errol Baran, Head of Future and Digital Media Ad Sales: “Channel 4 recognises that standout and digital innovation remain key objectives for the agency community. Our new creative suite not only looks to address these key issues, but builds on Channel 4's digital proposition to remain the most innovative and engaging video destination in the marketplace. As the leading commercial On Demand platform, considering ways in which to forge a greater connection with our audiences through content and advertising will form a key part of our 2012 strategy."

With the new services, actual viewer data gathered through registration profile information will be supplemented by third party data supplied by Quantcast, to deliver demographic breakdowns on Channel 4's VOD audiences.

The FADMA team has also launched a new creative suite of online ad formats, all exclusive to Channel 4 - Ad Pop, Ad Bloom, Ad Social and Ad Interact - which will provide advertisers with the opportunity to have a more interactive relationship with the audience. Ad Pop enables the product being advertised in a pre-roll to ‘pop out' of the constraints of the player area, meaning the viewer can explore the product's features through interactive images and overlays.

The format is designed to offer advertisers the opportunity to give the viewer a dynamic experience of their product, couple with the opportunity to work in calls to action to tell viewers more about their product, or drive them to a website.

Channel 4 has begun to showcase the formats to media agencies, and will make an announcement shortly on the first advertisers to take advantage of the new video formats.