Channel 4 launches digital sales house with BT Sport deal | Ad Tech | News | Rapid TV News
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The UK’s fourth largest broadcaster Channel 4 has opened up a digital ad sales house that it says will see it become the first company of its kind in the country to offer third-party digital content publishers a full ad sales service.

accedoall4 15aug2017Channel 4 believes that by expanding its third-party ad sales representation into the digital market it will strengthen its own digital revenue growth and ability to compete with global media companies such as Facebook and Google. Moreover, it is confident that its own expected benefits can be extended to its third-party publisher partners.

The new digital sales house proposal is designed to enhance the range and scale of premium digital inventory available to advertisers exclusively through 4 Sales. In turn, Channel 4 will extend its ad technology from Freewheel including dynamic ad insertion of live events, and its first-party data strategy including bespoke data matching models to enrich ad targeting solutions for partner publishers and advertisers.

As part of the move, Channel 4 will seek partnerships with broadcasters, on-demand platforms, news content publishers and multi-channel networks aiming to offer them access to its first-party data and what it claims is its clout as the leading commercial broadcaster for digital sales.

BT Sport is Channel 4’s first digital ad sales partner, with advertising inventory will be exclusively sold through 4 Sales from January 2018.

“We will provide advertisers and agencies with a large scale one-stop-shop for quality digital content which is underpinned by Channel 4’s reputation as an advertiser-safe environment, leading ad tech innovation and our award-winning viewer data strategy,” commented Jonathan Lewis, head of digital and partnership innovation at Channel 4. “BT Sport has arguably one of the most demanded premium dynamic ad inventory in the market with its exclusive UEFA Champions League coverage, 42 Premier League games, The Emirates FA Cup, and Premiership and European Rugby, and we look forward to welcoming them and more partners on board in 2018.”

Jeremy Rosenberg, head of advertising partnerships at BT, added: “We are delighted to be partnering with Channel 4 with their advanced DAI solution to drive efficiencies and relevant advertising across BT Sport’s live streaming service across desktop and our award-winning app.”