The UK’s addressable TV market has received yet another boost with Sky signing up Channel 4 to its AdSmart targeting platform, giving brand owners access to data-driven personalised ads across its linear TV channels to Sky and Virgin Media households for the first time.
As well as C4’s own channels, such as All4, More4, E4, Film4 and 4seven, the deal will feature broadcasters covered by its sales house, 4Sales, including UKTV and BT Sport.
Sky Media has launched more than 17,000 addressable TV campaigns for 1,800 brands since the scheme was first launched in 2014, from major brands including British Airways Holidays, Barclays and Mr Porter to more niche businesses like McLaren sports cars.
The scheme enables brand owners to display different ads to different types of household during the same programme, which Sky claims means they can be served more relevant advertising based on demographics, location, interests and lifestyle.
As part of the multi-year deal, highlights of Formula One and live coverage of the British Grand Prix will continue to be broadcast on C4, while Sky and Now TV customers will be able to watch C4 box-sets which were previously only available on-demand.
C4 chief executive Alex Mahon said: “This landmark new partnership with Sky is a fantastic example of how broadcasters can work together to extend the reach of our content and innovate for the benefit of both viewers and advertisers.
“I’m particularly thrilled that we are extending our collaboration with Sky on Formula One, which secures highlights of all races and live coverage of the British Grand Prix on free-to-air television.”
Sky UK and Ireland chief executive of Stephen van Rooyen added: “We’ve long thought that collaboration benefits both consumers and the industry – today’s news does exactly that. Together, Sky and Channel 4 will connect their viewers to more of the content they love, while bringing brands better ways to reach audiences.”
Last month, Sky Media published a dossier of evidence – gathered over a five-year period – which it claimed proved that addressable TV not only works for broadcasters and viewers, it is highly effective for advertisers too.
The study concluded that addressable TV cuts channel switching by half (48%); boosts ad engagement by more than a third (35%); and can increase purchase intent by as much as 20% for new to TV advertisers and by 7% overall.
However, even these impressive figures have failed to win over ITV, which has fiercely resisted going in to partnership with AdSmart.
In April, the broadcaster signed a partnership with adtech firm Amobee to deliver “end-to-end programmatic buying and selling of ads” on the ITV Hub. The adtech “stack” includes a data management platform, ad server, and demand- and supply-side platform capabilities.
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