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Channel 4 Programmatic Future of TV

Channel 4 unveils new programmatic service and creative strategy at its Upfront event in London


By Tony Connelly | Sports Marketing Reporter

November 17, 2015 | 3 min read

Channel 4 has announced the launch its new ad targeting technology, Premium Video Ad Xchange (PVX), which will allow advertisers to buy demographic audience segments on its All 4 service across devices and platforms using programmatic technologies.

Channel unveils new programmatic service

Advertisers using PVX will now be able to buy demographic segments at a household level for All 4 audiences across shared devices such as YouView, Xbox and Samsung connected TVs. The technology has been created in response to rapid changes in on-demand viewing where currently a third of viewing to All 4 is now on a shared device.

It will enable Channel 4 to identify All 4 audiences regardless of where they watch, which in turn will make it the first broadcaster to move Run of Site (ROS) inventory into a fully targeted offer.

Speaking at Channel 4’s Upfront event in London, Jonathan Lewis, head of digital and partnership innovation, said: “Next year All 4 is about access to audiences everywhere. As TV viewing behaviour changes it’s vital that we adapt to keep apace with our viewers.

“Our innovative PVX product giving advertisers access to identifiable audiences on All 4 across all platforms sees Channel 4 achieve another industry first as we move to a fully addressable on-demand world.

“Having proven the effectiveness of our data-driven programmatic offer which is still unique in the UK market, we believe that the premium video environment of All 4 is the most effective and efficient digital TV platform for advertisers to reach real people wherever they choose to watch TV.”

Also unveiled at the Upfront event was Channel 4’s new in-house creative strategy PL4Y. The strategy will drive all of 4Sales’ responses to campaign briefs from media agencies and clients.

The PL4Y brand has a twenty strong creative team and a dedicated production team who will help deliver new commercial creative output on behalf of agencies and clients.

Channel 4’s sales director, Jonathan Allan, described PL4Y as a “uniquely integrated creative proposition” and said it would “offer our agency and client partners a bespoke Channel 4 experience that embraces our Born Risky spirit.”

PL4Y will be led by Creative Strategist Charlotte Rowland who is expected to work with Jonathan Lewis, head of digital and partnership innovation and David Amodio, digital and creative leader.

Channel 4 Programmatic Future of TV

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