Channel 4, Google Play Music to offer ad-break takeover
| 28 May 2014
Channel 4, Google Play, MediaCom, The Outfit and the Universal Music label are to team in a world broadcasting first to stream live an entire ad break takeover.
The collaboration will see BRIT Award-winning singer Sam Smith's biggest London performance to date broadcast on 30 May 2014 during a three-and-a-half-minute bespoke ad-break on the UK's fourth largest broadcaster. It will showcase the singer songwriter's headline single Stay With Me from his debut album In The Lonely Hour as he performs it live at London's Roundhouse.
The unique break, produced by creative agency The Outfit, will air at approximately 10:45 pm during a break in Alan Carr: Chatty Man which boasts a consistently high share of Channel 4's core 16-34 year old viewers.
Google Play branding will be visible on screen throughout the ad making viewers aware the gig will be available to download via the Google Play Store – where the entire performance will be streamed live. The gig will also be live streamed on Google's Lightbox ads.
Commenting on the project, Danny Peace, Agency Principal, Channel 4 said: "This unique partnership builds upon Channel 4 Sales' heritage of delivering innovative ad breaks for our commercial partners that go beyond the traditional ad execution to create an exclusive must-see event that our viewers will want to make an appointment to watch."
Added Google UK's Stephen Rosenthal said: "Through Google Play Music, we're looking to shake up the way music lovers connect with the bands and tracks they love. What better way to show our ambition than lay on this world first with Sam Smith, one of the hottest acts on the planet today."