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By John McCarthy | Media editor

April 24, 2017 | 2 min read

Channel 4 is bolstering its video on demand advertising package with a new ad format that can directly address viewers by their name.

Accessing registration data, the company can directly address viewers with an audio personalised digital ad campaign.

Among the first brands to sign up to use the format - which Channel 4 has called a 'world first' - is 20th Century Fox’ in its marketing push for Alien: Covenant.

“Alien promises to be the most terrifying and exciting movie event of the year," said Chris Green, marketing director of 20th Century Fox. "The audio personalisation complements and enhances the alien footage perfectly.”

Elsewhere, Foster’s and Ronseal have also invested with the broadcaster to try out the new format. The Foster’s ad will reveal a pint with the viewers’ name on it and Ronseal will attempt to directly motivate viewers to engage in DIY.

“We’re incredibly excited to offer the market something completely ground breaking," said David Amodio, Channel 4’s digital and creative leader.

"The most attention-grabbing word for anyone to hear is without doubt one’s own name, so to be able to offer advertisers the chance to speak directly to our millions of viewers is not just unique, but an immensely powerful marketing tool which adds even more value to All 4’s increasingly personalised experience.”

The ideas were brought to life by 4Sales’ team PL4Y and Innovid.

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