Channel 4 brings in Arena’s Martin Greenbank to lead advertising research and development
Channel 4 has appointed Martin Greenbank, most recently the head of intelligence at Arena Media, to the role of head of advertising research and development.
Greenbank, who is set to take up the new post by the end of the year, has been tasked with leading Channel 4’s commercial research strategy – working alongside the advertising sales team to develop the channel’s ad sales effectiveness.
His remit includes working closely with agencies and advertisers to commercialise and maximise the insight from Channel 4’s viewer database of nine million registered viewers and heading up the broadcaster’s audience measurement strategy across platforms and engaging with industry committees and trade bodies including BARB and UKOM.
He replaces Sue Gray, who recently left the channel, and directly reports to Gill Whitehead, director of audience technologies and insight.
Commenting on the role, Greenbank said: “These are truly exciting times for the TV industry, and Channel 4 in particular. The collision of audience, advertiser and consumer data has created a landscape ripe for insight generation.
“Having thoroughly enjoyed my last nine years at Arena alongside a great team, I now look forward to taking on this new challenge and working with agencies, advertisers and the wider industry.”
Greenbank had served at Arena Media since 2004, when he joined as a strategist, rising to become the agency’s head of intelligence. He has also served at Mediacom and Carat.
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Channel 4
Channel 4 is a British public-service television broadcaster that began transmission on 2 November 1982.
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