Channel 4 to launch demographic targeting for VoD advertising campaigns
Channel 4 has announced new developments for advertisers: demographic targeting for VoD advertising campaigns and a new creative suite of online video formats to drive interactivity and engagement.
Unveiled by Channel 4's Future and Digital Media Ad Sales (FADMA) team, the changes will offer advertisers the opportunity to buy by demographic as well as genre.
Viewer data gathered by Channel 4 through registration profile information will be supplemented by third party data supplied by Quantcast, to deliver demographic breakdowns on Channel 4's VoD audiences.
Errol Baran, head of FADMA, said: "Channel 4 recognises that standout and digital innovation remain key objectives for the agency community. Our new creative suite not only looks to address these key issues, but builds on Channel 4's digital proposition to remain the most innovative and engaging video destination in the marketplace.
“As the leading commercial On Demand platform, considering ways in which to forge a greater connection with our audiences through content and advertising will form a key part of our 2012 strategy."
The exclusive creative suite of online ad formats- Ad Pop, Ad Bloom, Ad Social and Ad Interact – aim to provide advertisers with the opportunity to have a more interactive relationship with the audience.
Ad Pop enables the product being advertised in a pre-roll to ‘pop out' of the constraints of the player area, meaning the viewer can explore the product's features through interactive images and overlays.
Ad Bloom allows the advert to evolve from an in-player ad pre roll and grow out into a microsite within the player, so that the advertiser can populate with content videos, product features and photos, driving brand exposure and dwell time.
Ad Social offers a pre roll experience that drives awareness in social media - by offering viewers the opportunity to show their appreciation for, check in with, recommend, or follow a brand, from the player.
Ad Interact delivers pre roll advertising with an interactive element, where viewers can enter in details for offers or competitions, without leaving the player page.