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All4 O2 Vauxhall

Vauxhall and O2 on board for Channel 4 digital retargeting format ‘Ad Journey’

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By John McCarthy, Opinion Editor

September 23, 2015 | 3 min read

Channel 4 has signed up O2 and Vauxhall as the first partners of new ad product ‘Ad Journey’.

The new format, developed in partnership with Innovid, uses All 4 viewer data to serve them different ads based on ones they have previously viewed or interacted with.

Furthermore, brands can serve All 4 viewers differing creative based on whether users are existing customers.

Effectively, O2 is using the platform to engage All 4 users with the ‘Make Them Giants’ campaign to encourage them to get behind the England rugby team during the World Cup in September and October by visiting a dedicated microsite to create their very own animated avatar.

If said viewer has already indulged in the avatar creation process, they will be greeted with a different O2 message in future. Vauxhall on the other hand will push its Vauxhall OnStar service with a suite of video content showing the multiple applications of the technology

David Amodio, digital and creative leader at Channel 4, said: “The digital world has historically been brilliant at retargeting people, predominantly through display adverting, Ad Journey offers an opportunity for advertisers to tell a story to All 4’s viewers in a broadcast video environment for the first time.”

Chris Hawken, director, brand marketing at Vauxhall, added: “The new development from Channel 4 delivers a valuable method of introducing Vauxhall OnStar to our audience via our TVC whilst enabling us to subsequently add layers of context, developing the same viewers’ understanding of the various benefits that Vauxhall OnStar can bring to their day to day living.”

The move comes as part of the broadcaster’s drive to boost engagement of the ads.

Channel 4 previously gave viewers control of an ad break enabling them to select the lighting of a live performance from electro-pop band Years & Years by using the hashtags #ChooseDark #ChooseLight or #ChooseShadow.

All4 O2 Vauxhall

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