Just 24 hours after ITV signed up DunnHumby and Boots Media Group to support a new targeting tool for its streaming service, ITVX, Channel 4 has signed a deal with Sainsbury’s to boost ad targeting for its own All 4 platform.
It is claimed the partnership, between sales house 4Sales and Nectar360, will enable packaged goods brands to better tailor their activity to All 4 viewers by analysing consumer habits at Sainsbury’s physical and online stores.
McCain, L’Oreal and PepsiCo-owned brands Walkers Baked and Pepsi Max have all agreed to join as ‘test partners’ for the scheme, along with media buying agencies OMD, PHD and Essence, before the initiative is fully rolled out.
Nectar360 and Channel 4 will let advertisers measure the efficiency of their ads and give brands data figures attributed to ad exposure and sales.
Channel 4 head of commercial innovation Jonathan Lewis said: “This partnership is another example of 4Sales’ dedication to offering market-leading addressable advertising innovation.
“Strategic partnerships like this collaboration with Nectar360 are a key pillar in our Future4 strategy, which is driving Channel 4’s transformation into a digital-first public sector broadcaster while retaining its distinctive brand and public service impact.
“By being able to better target viewers, we hope to improve the effectiveness of our advertising partners’ brand campaigns while offering All 4 users a more tailored advertising experience.”
Nectar360 director Amir Rasekh added: “Our partnership with Channel 4 allows us to further our ambitions to grow our digital retail media proposition. This creates value for our customers through highly targeted relevant advertising, and our brands through creating new ways for them to reach in market customers for their products.”
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