Microsoft, Nokia, O2, Bulmers, Unilever, B&Q and McDonald's have become the first to sign up for new advertising opportunities on the broadcaster's 4oD on demand service.
Channel 4's opening 'commercial data initiative' offer brings first-party viewer registration data from over seven million registered users and gives advertisers a new platform to target TV-viewing audiences.
Head of digital and partnership innovation at Channel 4, 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."
The channel has teamed up with comScore and MTM London to launch a research project to evaluate the effectiveness of the campaign and develop further insight into video-on-demand user behaviour.
In other news from the broadcaster, it was revealed earlier today that Channel 4 has become one of the first to join the Internet Advertising Bureau's first Mobile Ad Tech working group.