Channel 4 is continuing to expand its advertising services with the launch of a new dynamic optimisation platform, designed to amplify brands’ existing TV ads on its streaming service.
The broadcaster claims the Enhance platform – in partnership with Brightline’s ScreenSens – delivers Clearcast compliant, data-driven, dynamic streaming ads and enables advertisers to tailor their creative, aligned to key KPIs.
From geographical, location-based targeting to countdown, time-driven campaigns; from the addition of QR codes to product carousels and even sequential creatives, Enhance is designed to amplify an advertiser’s TV creative.
Earlier this week, Channel 4 signed a series of deals for its VOD-ad-inventory to become available across five new major buying platforms, providing brands increased access to buy across the broadcaster’s inventory.
Channel 4 head of sales David Amodio said: “Enhance is a pivotal addition to our product suite, enabling fast-turnaround customisation and deeper engagement using advertisers’ existing TV assets.
“We’re continually exploring new ways to help agencies and brands improve campaign effectiveness, so we’re excited about the value this will deliver.”
Omnicom Media UK is an early test partner of the tool, with the agency’s chief media and partnerships officer Harriet Perry saying: ‘As part of our unified video approach, we recognise that creative effectiveness today is increasingly defined by how well it adapts to context, audience, and the moment.
“Enhance helps make that possible, turning existing TV assets into more dynamic, data-informed experiences designed to improve performance and outcomes.”
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