Channel 4 to launch TV's first interactive adverts
Category: News Release
- Digital ad innovation driven by shift in on-demand viewing to TV screens
- First interactive digital sponsorship formats for 2017
Channel 4 today announced at its Upfronts 2017 event that it is soon to launch the first ever interactive adverts on TV through a broadcast TV player as the trend to watch on-demand on the biggest TV screen available has soared with views up +35%* compared to last year and now represent half of all All 4 views.
Working exclusively with interactive technology pioneers Innovid and test partners including XBox, Alzheimer’s Research UK and Burberry, the first adverts will launch on Roku devices later this month giving viewers the option to choose between different advert creative, watch additional content or spontaneously click-to-buy the products being advertised.
The development of interactive TV ads is driven by significant changes to the shape of on-demand viewing. While Channel 4 views on mobile devices continue to grow each year, currently up +33%* YoY, the biggest growth, surpassing all platforms this year for the first time, is the big screen with a 51% share of all All 4 views. The lift is attributed in part to the new platforms All 4 has launched on, including PlayStation 4 and Amazon Fire TV – but notably, existing TV platforms, such as connected TVs, games consoles and set-top boxes, which have demonstrably grown as more TV viewers are choosing the biggest TV screen available for the best viewing experience possible. Channel 4 research has found a +22% uplift in the presence of Smart TV sets and Smart box/sticks** in households between 2015 and 2016.
First interactive digital sponsorship formats
Channel 4 is additionally launching ispon, the first ever suite of interactive digital sponsorship formats on TV with Innovid to extend the benefits of viewer engagement across All 4 platforms to its sponsorship partners. The first ad partners to take advantage of this sponsorship innovation include Mitsubishi with Documentaries on 4, Domino’s with Hollyoaks and Sofology with Gogglebox.
ispon joins Channel 4’s successful interactive ad suite which mines first party data from its 15 million registered viewers to offer formats such as the award-winning dynamic personalisation format AD 4 You, sequential format Ad Journey and product showcasing formats Ad Shop and Hotspots amongst others, which now account for 15% of all digital advertising revenues.
David Amodio, Digital and Creative Leader at Channel 4, said: “We were the first broadcaster in the UK to launch interactive ads on our TV player back in 2011 with Innovid so we’re excited to exclusively introduce the next game changer to the digital TV market. TV viewing behaviour is evolving with a broader choice of content platforms than ever before – but viewers still gravitate to their favourite screen, the telly! By extending our interactive suite to the big screen, advertisers are now able to uniquely interact with our young, proactive audience across all screens.”
Rupinder Downie, Partnerships Controller, Sponsorship at Channel 4, said: "Using the innovation available to us we wanted to enhance our sponsorship offering in the digital space with exciting new formats. We have already created a real buzz for a number of our sponsors, with more to follow."
Tal Chalozin, co-founder and Chief Technology Officer at INNOVID said: "We truly believe premium, long form television content will be viewed on a large screen and the data shows viewers believe that as well. This time around, the large screen is smarter, personalized and more engaging than ever and we are thrilled to partner with Channel 4 to bring the best innovation to connected devices marketing for the first time at such scale to the British television landscape."
Channel 4’s innovative digital strategy yields consistent revenue growth with digital revenues up +30% in 2015. The on-going roll out of programmatic and data targeted ad solutions across every TV screen via PVX and direct business now represents 70% of total digital advertising revenues.
ENDS
Notes to editors
- *Views include Channel 4 Owned & Operated platforms and syndication partners such as Sky and Virgin Media up to the end of Q3 2016
- **Smart TVs and Smart box/sticks include: Samsung Smart TV and devices connected to the main or other set at home such as Slingbox, Apple TV, Roku, NOW TV, WDTV, Chromecast and Amazon Fire
- Big screen interactive adverts will launch initially on Roku, followed by other TV platforms including Samsung Smart TVs, YouView and games consoles next year
- 4Sales current suite of interactive ad formats include: Ad Bloom; Ad Elect; Ad Extend; Ad Frame; Ad Link; Ad Shop; Ad Journey; and Ad 4 You