Channel 4 has become the exclusive UK partner of a pan-European TV advertising alliance which the broadcaster hopes will give it the scale it needs to take on the likes of Google's YouTube and Facebook.
The European Broadcaster Exchange (EBX) is a continent-wide initiative that will enable advertisers to target video-on-demand (VOD) commercials at a potential audience of up to 160m viewers – turbocharging the reach of advertisers backing the broadcaster's hit shows such as Great British Bake Off, Gogglebox and Humans.
The initiative will grant advertisers the ability to undertake Europe-wide campaigns utilizing Channel 4’s All4 network together with Germany’s ProSiebenSat1, France’s TF1 and Mediaset which covers both Spain and Italy.
Channel 4 has been prioritising digital growth by monetising its catch-up TV services, with revenues increasing by 24% to £102m over the past year. But, like many traditional broadcasters, it lacks the scale of the big beasts of Silicon Valley.
Jonathan Lewis, head of digital and partnership innovation at Channel 4, said: “The demand for multi-territory digital ad campaigns in brand safe and transparent environments is increasing. The video ad market continues to grow exponentially across Europe.”
London-based EBX will launch next year with Channel 4 holding a 25% stake in the business.
Channel 4 has previously claimed that TV VOD is 20% cheaper than equivalent YouTube advertising.