Channel 4 programmatic trading launches ready for All 4

18 March 2015

Channel 4 today announced it has signed Dentsu Aegis Network as the first agency group to buy advertising programmatically on its soon-to-launch digital TV service, All 4, which replaces 4oD this year.

Through an exclusive partnership with Freewheel for 2015, Channel 4 is the first broadcaster in Europe to have developed a programmatic trading platform for its TV on-demand service that not only offers agencies and advertisers the opportunity to buy ads in real-time, but also gives access to its valuable first party viewer data. Channel 4 now has over 11m registered viewers including half of all 16-34 year olds in the UK.

Through Amplifi, the centralised media investment arm for Dentsu Aegis Network, Carat and Vizeum are the first agencies to utilise their programmatic demand side technology to access All 4 – and from launch will be able to buy ads against unique demographic audiences, as well as bespoke client segments, leveraged through Dentsu Aegis Network’s Data Management Platform.

Later in the year, media agencies will also have 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, before the end of the year.

The first ad campaigns with brands from Carat and Vizeum bought programmatically will air from this month – ahead of the launch of Channel 4’s new digital TV service, All 4, due to go live at the end of Q1.

Jonathan Lewis, Head of Digital Innovation and Partnerships at Channel 4 said: “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.

“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 commented: “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.”

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Notes to editors

• Channel 4’s programmatic trading platform is developed with Freewheel – other partners include demand side platforms (DSP) Adap.tv, Videology and TubeMogul
• None of Channel 4’s viewer data is sent or shared with any trading platform (DSP) Adapt, Videology and Tubemogal. A technique called ‘Double Blind Matching’ is used which ensures that neither party is sharing any data
• About Freewheel
  FreeWheel helps the largest players in the television industry generate revenue from their ad-supported content through a robust technology platform for ad management and monetization, a private marketplace for premium television inventory, and advisory services.