Channel 4 is coming good on a promise to exploit its customer data, by offering brand owners the chance to target online viewers with marketing messages tailored to their behaviour, age, gender and location.
The brainchild of chief executive David Abraham, C4’s insight team is led by Gill Whitehead, director of audience, technologies and insight.
The targeting package will be available following the launch of a new digital ad product Adapt, which will bring together Channel 4’s data insight with its 4oD scheme. Adapt will enable advertisers to target logged-on users based a range of factors.
In addition, the broadcaster will introduce 4oD ‘Pause and play’ across platforms, where viewers will be able to pause a programme on 4oD on one platform and then resume watching from the same point on another device.
C4 ‘Watch live’ will also be available on mobile devices from early next year, with all of the station’s main channels available to watch live through both iOS and Android operating systems.
Meanwhile, it predicts its database of registered viewers will soon exceed 6 million – with registrations growing at over 10,000 a day. One in three 16- to 34-year-olds is now registered with the broadcaster.
The channel’s head of digital & partnership innovation Jonathan Lewis has said that in 2013 the broadcaster will work with selected clients to offer TV buying audiences on 4oD, beginning with the targeting of known 16- to 34-year-olds.
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