C4's viewer engagement strategy wins big at Data Strategy Awards

Channel 4 is proud to announce that its Audience Technologies & Insight team topped the table at Marketing Week’s Data Strategy Awards 2014 presented in London last night, taking home not only the Data Storytelling Award for its UK Tribes 16-24 year olds research initiative – but for its Viewer Engagement Strategy which scooped both the Loyalty and Relationship Marketing Award and the top prize, the Grand Prix.

The judges commented that Channel 4, “its Grand Prix winner this year put its data strategy at the centrepiece of its commercial model and future strategy. Its approach and strategy was thoughtful, meaningful and engaging in a way rarely seen in business today”.

Gill Whitehead, Director of Audience Technologies & Insight at Channel 4 said: “We are thrilled with our wins at the Data Strategy Awards last night – and to win the overall Grand Prix for our Viewer Engagement Strategy is an incredible achievement for Channel 4 at this prestigious pan-industry event. We’re also very proud that our UK Tribes insight tool has been recognised by the industry in what we hope is the first of many more awards.”

Channel 4’s Viewer Engagement Strategy, overseen by Steve Forde, launched just three years ago and this week saw the database hit 10 million unique registered viewers, which include half of all 16-24 year olds in the UK. The strategy has also enabled data-driven demographic targeted ads which have grown Channel 4’s digital revenues – and Channel 4 is now starting to use its data strategy to inform creative and marketing processes.

Channel 4 fused its viewer database with its existing UK Tribes project specialising in youth research, to create Tribes Live. Led by Neil Taylor, Research Manager, Tribes Live is a real-time community of 16-24 year olds which provide both Channel 4 and its advertising partners spontaneous, valuable insight and a better understanding of its most engaged audience demographic. So far, over thirty advertisers have utilised Channel 4’s Tribes Live community – making Channel 4 an essential marketing partner for brands.