Channel 4 Sales announce first sequential advertising partners

24 September 2015

 

O2 and Vauxhall embark on Channel 4’s ‘Ad Journey’ in industry first

Channel 4 today announce O2 and Vauxhall as the first partners to sign up to a brand new digital targeted ad product for All 4 which, for the first time ever, offers advertisers the opportunity to re-target viewers sequentially in real time.

‘Ad Journey’ uses the broadcaster’s unique first party viewer data and enables advertisers to follow an All 4 user’s ad viewing journey in order to serve them different creative messaging based on what they have seen or interacted with previously – to avoid repetition.

An additional innovative option allows an advertiser to serve different creative based on whether a user is an existing customer, using data already held by them.

O2 are using Ad Journey to engage All 4 users with their latest animated campaign ‘Make Them Giants’ which inspires people to get behind the England rugby team throughout September and October. The ad encourages users to click through to click through to O2’s website where they can create their very own animated avatar. They will be served different messaging the next time they view an O2 ad on All 4, depending on their level of previous interactivity – encouraging them to finish creating their avatar for example.

Vauxhall is using Ad Journey from next month as part of its UK launch campaign for brand new service Vauxhall OnStar. Alongside a number of useful technological features including 4G WiFi, OnStar allows the Vauxhall driver access to live help and information on the road as well as lifesaving automatic accident response, all accessed via real people at OnStar in the UK at the touch of a button. The digital ad campaign on All 4 will use a suite of video content showing the multiple applications of the technology.

Ad Journey has been developed in partnership with Innovid, Channel 4’s exclusive Interactive partner

Channel 4’s growing viewer database comprises of over 12m registered viewers and uniquely includes half of all 16-34 year olds in the UK.

David Amodio, Digital and Creative Leader, Channel 4 said: “The digital world has historically been brilliant at retargeting people, predominantly through display adverting, Ad Journey offers an opportunity for advertisers to tell a story to All 4’s viewers in a broadcast video environment for the first time.”

Chris Hawken, Director, Brand Marketing, Vauxhall:  “We’re delighted to have the opportunity to work with Channel 4 with the new Ad Journey proposition for this campaign. The new development from Channel 4 delivers a valuable method of introducing Vauxhall OnStar to our audience via our TVC whilst enabling us to subsequently add layers of context, developing the same viewers’ understanding of the various benefits that Vauxhall OnStar can bring to their day to day living.”

Another new innovation sees Channel 4 Sales launch new digital ad product Ad 4 You which offers advertisers the opportunity to serve personalised creative to All4 viewers using variables based on their registration data.

Bespoke campaigns are delivered based on a combination of a viewer’s age, gender, interest, location and local weather to create a personalised package that is uniquely tailored to an advertisers’ core audience.

The partnerships were negotiated by Tom Patterson, Digital Account Manager, Channel 4 and TV Manager at Forward on behalf of O2 and Matt Weller, Associate Client Director & Nick Murray, AV Planning Manager, Carat UK on behalf of Vauxhall.

Watch how Ad 4 You works here: http://we.tl/NFekMhJAZB

Ends.