Channel 4 enhances advertising demographics targeting on Android-available 4oD

Editor | 07-02-2013

Attempting to monetise momentum it has gained over the last year or so with its digital products, Channel 4 is to offer advertisers sub-demographic targeting on its 4oD VOD service which now is available on Android devices.

The new commercial data initiative is the UK’s fourth largest broadcaster’s first commercial data offer to the market harnessing first party viewer registration data from its database of over six million registered users.
Channel 4 will begin a month-long selection process to secure up to 12 data partners to form a pioneer group to engage in the first stage of this initiative, half of which will be new to digital advertising.
It is hoped that the partners will reach a broad range of client categories and demographics to deliver key criteria such as minimum investment, campaign flight and demographic targeting. Advertisers will be offered targeting against the same audiences that they buy on TV, such as 16-34, ABC1 and Housewives audiences on 4oD. During this first stage, Channel 4 will invest in a number of case studies to evaluate campaign effectiveness, incremental reach and greater insight into video-on-demand user behaviour as well as access to Channel 4’s viewer research panel.
“We’re really excited to introduce this new data pool initiative to the market which will showcase the benefits of improved targeting and the effectiveness of our 4oD platform to new advertisers – and enhance our existing clients’ digital engagement with audiences through greater targeting,” explained Jonathan Lewis, head of digital & partnership innovation at Channel 4. “Following an initial campaign evaluation of the pioneer group, we will be sharing the commercial benefits of targeting and our unique digital ad products.”
At the same time it unveiled the new 4oD advertising solution, Channel 4 also made the VOD service available on Android tablets and smartphones such as theGoogle Nexus 7, Google Nexus S, Google Nexus 4, Samsung Galaxy S3, HTC Desire S and Samsung Galaxy Tab 2 10.1. With the dedicated free app users can catch up on the past 30 days of TV acrossa hosting a selection of programmes from Channel 4, E4 and More4. It is available to download from Google Play and will soon be available from the Samsung App Store.