Channel 4 has 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.
More than 7 million viewers have registered for the on-demand service, and, according to C4, are joining at a rate of 10,000 a day.
The system is being powered by a digital ad product called Adapt, which brings together the broadcaster’s data insight with its 4oD scheme.
C4 head of digital and partnership innovation Jonathan Lewis said: “We’re looking forward to working directly with the first advertising clients to take advantage of this ground breaking initiative to offer demographically targeted ad packages on 4oD, which will ultimately revolutionise the way we trade digital advertising.
“Over the next few months we will monitor the effectiveness and reach of the campaigns and will share results with the industry later this year.”
C4 has invested in a major research project to evaluate campaign efficiency and effectiveness and provide further insight into video on demand user behaviour, partnering with digital analytics company comScore and strategic consultancy MTM London.
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Top brands join C4 ad targeting http://t.co/Rl54mi5NRl