Channel 4 has joined forces with consumer and market intelligence specialist CACI to unlock smarter geotargeting of audiences as part of its major drive to bolster TV advertising services.
Powered by CACI’s geospatial intelligence and Acorn data segments, which offer a classification system that segments all UK households and postcodes, Channel 4’s new Geo Mapping platform will give advertisers the tools to specifically address both valuable audiences (high net worth households and interest groups) and catchments (for drivetime, radius and location based campaigns).
It is claimed the technology can, for example, pinpoint high-performing postcode sectors aligned to a brand or campaign’s KPIs. That is particularly powerful for drivetime, radius and location-based campaigns, using CACI’s geospatial modelling to identify postcode areas within specific travel catchments.
Channel 4 head of sales David Amodio said: “By partnering with CACI, Channel 4 has created the market’s most sophisticated Geo Mapping tool, enabling advertisers to create highly targeted, advanced postcode sector campaigns and get even closer to hard-to-reach audiences.”
The tool supports with the discovery of valuable audiences at postcode level, such as high-net-worth households, enabling brands to reach specific, targeted demographics, based on Acorn’s top income and asset-based segments.
That allows advertisers to access rich demographic, lifestyle and affluence indicators, plus data-driven location, audience and market planning, to service the areas most likely to deliver a brand’s KPIs.
CACI director of consumer insight Cara Bramwell commented: “Acorn uses over 800 variables to describe consumers, so we understand what shapes behaviours and preferences at a household or postcode level. That’s incredibly useful in the context of targeted advertising through the growth of streaming services, which is revolutionising the industry.
“Combining CACI’s breadth of insight into the UK consumer, with Channel 4’s reach and popularity, creates huge opportunity for advertisers, allowing for a hyper-targeted approach that will support more effective campaigns and deliver better outcomes.”
The tool has already been trialled by Nuffield Health, whose marketing director Marsha Riley said: “Partnering with Channel 4’s new Geo tool meant that we were able to fine tune our campaign using both the postcode and audience data to focus only on those areas served by their gyms.
“By reducing wastage we have been able to deliver a precision campaign while optimising budgets. We are proud to have been one of the first clients to use this tool and are already seeing the benefits of doing so.”
The deal follows last week’s launch of a new Channel 4 dynamic optimisation platform, designed to amplify brands’ existing TV ads on its streaming service. The Enhance platform – in partnership with Brightline’s ScreenSense – delivers Clearcast compliant, data-driven, dynamic streaming ads and enables advertisers to tailor their creative, aligned to key KPIs.
Meanwhile, the broadcaster, whose tops shows include Gogglebox (pictured), The Great British Bake Off and First Dates, has also signed a series of deals that see its VOD-ad-inventory become available across five new major buying platforms. Amazon Ads, FreeWheel, Hawk (an Azerion company), PubMatic, and Yahoo DSP will provide brands with increased access to buy across the broadcaster’s inventory, around all programmes in real-time, against precise audiences and contexts.
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