Foster’s, 20th Century Fox and Ronseal have become the first brands to sign up for a new Channel 4 advertising scheme that enables firms to incorporate the individual names of viewers of video on demand into the audio of their ads.
Using first party data from Channel 4’s 15 million strong registered viewer database, the brands are the first to run audio personalised, targeted digital campaigns launching on All 4 this month.
The Audio Personalisation scheme has been developed by video technology partners Innovid, and is the latest addition to 4Sales’ suite of interactive video ad formats including Ad Spot; Ad Pause; Ad Bloom; Ad Elect; Ad Extend; Ad Frame; Ad Link; Ad Shop; Ad Journey and Ad 4 You.
As part of 20th Century Fox’s marketing campaign promoting the UK cinema release of Alien Covenant in cinemas May 12, All 4 viewers will see an clip from the film enhanced by a personalised message; Foster’s will be sharing a pint with viewers whose names will prefix the line “…this one’s for you”; while Ronseal will use the scheme to motivate viewers to get on with their DIY.
Channel 4 digital and creative leader David Amodio said: “Following the success of the multiple brands taking advantage of our Ad 4 You format, we’re now offering the market something completely ground breaking. The most attention grabbing word for anyone to hear is without doubt one’s own name, so to be able to offer advertisers the chance to speak directly to our millions of viewers is not just unique, but an immensely powerful marketing tool which adds even more value to All 4’s increasingly personalised experience.”
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