Channel 4 claims European first in VOD ad targeting | Ad Tech | News | Rapid TV News
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In what it regards as a landmark for the UK and European advertising market, UK broadcaster Channel 4 has launched Dynamic TV, enabling potentially thousands of variations of data-driven creatives to be served across multiple screens.

channel4 boots 25Jan2019Compatible with smart TVs, mobile and desktop VOD platforms alike, Dynamic TV was developed with Channel 4’s video technology partner Innovid which has have created what it says is the first solution to allow for multiple dynamic uses across an array of digital devices. Dynamic TV is a new addition to Channel 4’s sales organisation 4Sales’s portfolio, sitting alongside their existing suite of interactive video ad formats including Audio Ad 4 You, Ad 4 You, Ad Pause, Ad Bloom, Ad Elect, Ad Extend, Ad Link, Ad Shop and Ad Journey.

“Dynamic TV is undoubtedly one of the most exciting ad products we’ve been able to launch at Channel 4,” said David Amodio, digital and creative leader at 4Sales. “We’ve seen an increased demand from clients and agency partners for big screen inventory and the fact that we’re now able to deliver data informed creative across these platforms adds a layer of relevance that’s previously been restricted to desktop and mobile platforms. It’s no surprise that we’re already seeing a huge demand for this product and we look forward to seeing how the product performs.”

Innovid CTO and co-founder Tal Chalozin added: “We’re thrilled to power this new Dynamic TV offering with Channel 4. Advertisers can now personalise TV ads bringing more relevancy to viewers. Being able to find a local store, car dealership or receive more targeted ads provides increased value to the viewer and is a much better experience than traditional commercial breaks. In the US, we’re seeing much higher performance on these types of ads across all screens and are excited to bring this opportunity to the UK market.”

In its launch implementation, Dynamic TV has been offered to UK pharmacy chain Boots and automotive brand Suzuki to take first-party data from Channel 4’s over 18 million registered viewers to deliver bespoke ads based on location, weather, time of day, date and demographics. Boots’ campaign for No 7 Line Correcting Booster Serum will launch in January targeting ABC1 women.

The targeted ad will show users where their nearest Boots store is. Suzuki’s campaign for the Suzuki Swift is launching in February and will show viewers the brand-new Swift campaign and highlight their nearest Suzuki dealership.