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Channel 4 launches dynamic ad targeting technology

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Channel 4 launches dynamic ad targeting technology

Boot’s upcoming ad campaign using Dynamic TV

Adding to the public-service broadcaster’s commercial offering of interactive ad formats, Channel 4 has launched a new ad innovation which allows brands to deliver custom ads based on location, weather, time of day, date and demographics.

Dynamic TV leverages first-party data from Channel 4’s 18 million registered viewers and will be able to serve various data-driven creative across big screen devices such as smart TVs, plus mobile and desktop VOD.

“Dynamic TV is undoubtedly one of the most exciting ad products we’ve been able to launch at Channel 4,” said David Amodio, 4Sales’ digital and creative leader.

“We’ve seen an increased demand from clients and agency partners for big screen inventory and the fact that we’re now able to deliver data informed creative across these platforms adds a layer of relevance that’s previously been restricted to desktop and mobile platforms.”

According to Amodio, the technology is already in “huge demand”. High street retailer Boots and car manufacturer Suzuki will be among the first to use Dynamic TV, with Boots targeting ABC1 woman for its No 7 Line Correcting Booster Serum campaign launching in January. The ad will also show viewers the location of their nearest Boots store.

Likewise, Suzuki’s ad campaign for the Suzuki Swift, launching in February, will highlight the closest Suzuki dealership.

Speaking at Mediatel’s Future TV Advertising Forum conference in December last year, Channel 4 CEO Alex Mahon said the broadcaster was “working to deliver” more data and addressable capabilities for advertisers, without sacrificing the quality, reach and scale of TV.

The launch of Dynamic TV, developed in partnership with video technology firm Innovid, adds to the broadcaster’s existing suit of interactive video ad formats, including Audio Ad 4 You, Ad Pause and Ad Bloom.

Meanwhile, Channel 4’s dispute with advertising network Publicis Media over ad prices has been resolved. Publicis pulled its ads from the broadcaster at the beginning of January after talks between the two companies broke down, however the network’s agencies, including Zenith, Starcom and Spark Foundry, will resume trading with 4Sales next month.

This story first appeared on our sister publication, Mediatel Newsline.


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