Channel 4 is bringing a new ad format to its on-demand platform that targets the viewer directly, including their name as part of the promo.
Channel 4 gets this information from users’ All 4 account details. Viewers can opt out of seeing them if they feel they’re a bit too intrusive.
As a first example, the TV trailer for the new film Alien: Covenant, will call out the viewers’ name name and telling them to “run”.
20th Century Fox, Foster’s and Ronseal are the first brands to get on board with Channel 4’s more engaging ad format.
View an example below:
Josh Krichefski, CEO of MediaCom UK. MediaCom has worked with its client Ronseal to develop one of the first ads, which will start airing on All 4 from this month.
Commenting on the move, Krichefski said: “This is a hugely exciting development and one that will draw the attention of brands around the globe, as well as other broadcasters. Personalisation may not be new, direct mail has always been personalised, but the ability to speak directly to a consumer is hugely powerful and is incredible an opportunity. If used well, it will grab – and hold – the attention of viewers and draw them to the brand. But herein lies the challenge – “if used well”.
“Our job in advertising is to make sure ads are relevant and engage people. No matter how innovative the format is, unless it’s used imaginatively, it will be a novelty that fades away. Personalised video ads have the potential to be much more than that – it could revolutionise digital advertising. But our advice to advertisers is not to get carried away with the format and forget the ingredients that make a great ad; the concept needs to be creative, the execution needs to be seamless and, of course, we need to remember that not all brands will be right for this. Reaching the right audience remains absolutely key so brands need to decide if a personalised video ad, in this case to Channel 4’s specific audience, is right for them. Like anything in advertising, it’s only worth doing when it enhances the experience for the consumer.”