Major brands sign up for C4 ‘less is more’ TV ad pilot

lloyds2Channel 4’s has enlisted scores of top brands for a new advertising trial which will determine whether fewer ads from a single brand, broadcast in a less cluttered advertising environment, can deliver more effective and impactful campaigns.

Around 30 brands, including Lloyds Banking Group, Boots, John Lewis, Domino’s and Toyota, will take part in the trial which is claimed to be a UK first. It follows the success of a similar experiment carried out in the US by Peacock (NBCU’s streaming service); the scheme has since been rolled out across the whole of NBCU’s advertising network.

In the UK, the trial will run on Channel 4’s streaming service, All 4, and will aim to determine whether lower frequency high impact ads can deliver more cut through with viewers.

Additionally, the advertisers taking part in the trial will be encouraged to test a range of new advertising products, including dynamic ads with greater interactivity. Research agency BRDC will compile the results.

Channel 4 head of commercial innovation and partners Jonathan Lewis said: “At Channel 4 we have a reputation for delivering market leading commercial innovation.

“From launching the world’s first personalised broadcaster on-demand ads with Coca-Cola, to the launch of our Brandmatch product, providing the UK’s first broadcaster data matching solution; we are always exploring new ways in which brands can most effectively reach our audience, with impact.

“Improving the advertising experience on our streaming platform is critical to future growth both from a viewer and advertiser perspective. We are delighted to be leading the way again in such a hotly debated area and are confident this is something the market will want to embrace, particularly when they see the results.”

Lloyds Banking Group director of marketing communications Richard Warren added: “The opportunity to trial a high impact digital ad campaign was instantly of interest to us. We are always looking to evolve our AV planning, and Channel 4 is stepping into new territory through this experiment.

“The link between ad experience and the efficacy of broadcaster on-demand advertising is so topical and Channel 4 taking the initiative in this space is great to see.”

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