Channel 4 signs programmatic partner ahead of All 4 launch

DetailsJoseph O'Halloran | 18 March 2015

Just as it preps for the launch of All 4 to replace its successful 4oD on-demand proposition, UK broadcaster Channel 4 has signed Dentsu Aegis Network as its first agency group to buy advertising programmatically.

Through an exclusive partnership with Freewheel for 2015, Channel 4 claims to be the first broadcaster in Europe to have developed a programmatic trading platform for its TV on-demand service. It offers agencies and advertisers the opportunity to buy ads in real time and also gives access to its valuable first party viewer data. Channel 4 boasts over 11 million registered viewers including half of all 16-34-year-olds in the UK.

Working through Amplifi, the centralised media investment arm for Dentsu Aegis Network, Carat and Vizeum will be the first agencies to utilise their programmatic demand-side technology to access All 4, able immediately to buy ads against unique demographic audiences, as well as bespoke client segments, accessed through Dentsu Aegis Network's Data Management Platform.

Subsequently, predicted to be later in 2015, media agencies will gain access to Channel 4's new interest-based audience segmentation initially home, beauty and fashion enthusiasts currently being trialled by brands through Channel 4's direct sales function, which will operate alongside the programmatic platform. Channel 4's integration with Freewheel will additionally allow advertisers to buy programmatically against the broadcaster's first party viewer data on catch up and simulcast on the multiple platforms and connected devices All 4 sits on, such as YouView and Xbox.

"We've had a lot of interest from the industry after we announced our digital marketplace plans at our Upfronts last autumn particularly as we're the only broadcaster in Europe to offer this and with the unique benefit of access to the superior targeting the market currently enjoys from 4 directly," said Jonathan Lewis, head of digital innovation and partnerships at Channel 4. "Welcoming Dentsu Aegis Network on board ahead of All 4 launching is a testament to the appetite from agencies to buy TV on-demand advertising programmatically."

Mathew Platts, President Amplifi UK, added: "We are focused on making the industry data promise a reality for our clients, delivered at scale across premium content. This first to market premium programmatic opportunity with All 4 exemplifies our ambition and will allow us to better demonstrate the value of investing in media."