Channel 4 is to launch an digital marketplace for advertisers, letting them buy commercials on its VoD service, soon to be renamed as ‘All 4’.
The service lets brands target specific Channel 4 audiences based on interests such as gadgets or food.
The first brands to try the targeted advertising service include Rightmove, Baileys and Proctor & Gamble.
The move will see the broadcaster become the first in Europe to introduce programmatic buying – which will allow advertisers to better target specific audiences on its All 4 service.
All 4 is the new online hub for its TV channels and video on demand, or cloud TV, which will launch next year, replacing the eight-year-old 4oD platform.
Channel 4 has also built up a database of 11.5 million viewers who have registered their information, which the broadcaster will use to help advertisers better target their ad campaigns.
The Advertising Association forecasting growth of almost a third next year to £210 million (€270m) for ads sold on VoD.
“Our data strategy has enabled Channel 4 to lead the global digital TV ad market,” said Jonathan Lewis, head of digital and partnership innovation. “Channel 4 offers superior targeting against our engaged, young, upmarket audience on our growing video-on-demand platform.”
