C4 hires Arena data insight chief

Channel 4 has boosted its advertising insight operation by poaching Arena Media’s head of intelligence Martin Greenbank as head of advertising research and development.
Greenbank replaces Sue Gray, who recently joined the BBC as head of audience measurement. At Channel 4, he will lead and develop the broadcaster’s commercial research strategy – working alongside the advertising sales team and with agencies and advertisers in order to “commercialise and maximise the insight from Channel 4’s viewer database of nine million registered viewers”, the company said.
He has a strong background in data insight and analysis, having started his career at Carat in 1994 as a graduate trainee before moving to media planning and then account management.
In 1998, Greenbank switched to Mediacom as media group manager, then set up his own company CPD Studypack Club – a distance learning business – which was built through direct marketing techniques.
He joined Arena Media in September 2004 and has been responsible for planning best practice, data analytics, consumer insight, high-level marketing contact, and implementing behavioural change models.
At Channel 4, Greenbank will also head up the braodcaster’s audience measurement strategy across platforms, including engaging with joint industry committees and trade bodies such as Barb and UKOM.
Greenbank said: “These are truly exciting times for the TV industry, and Channel 4 in particular. The collision of audience, advertiser and consumer data has created a landscape ripe for insight generation. Having thoroughly enjoyed my last nine years at Arena alongside a great team, I now look forward to taking on this new challenge and working with agencies, advertisers and the wider industry.”
This summer Channel 4 revealed the first wave of big name brands to sign up to its targeted advertising on 4oD, with Microsoft, Nokia, O2, Unilever Bulmers and McDonald’s heading the list.
The brainchild of chief executive David Abraham, the scheme offers brand owners the chance to target online viewers with marketing messages tailored to their behaviour, age, gender and location.

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