Channel 4 have announced a new VoD feature that will allow advertisers to integrate the names of individual All 4 viewers into their ads.
The new feature leverages first party data from the TV channel’s database of 15 million registered users.
Launch partners include such heavy hitters as Fosters and 20th Century Fox.
the most attention grabbing word for anyone to hear is without doubt one’s own name
David Amodio, Channel 4’s digital and creative leader said:
“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.”
An example of the kind of ads that viewers can expect, a campaign promoting the theatrical release of Alien Covenant will see a clip from the film followed by a personalised message.
The capability for personalised ads was developed with Innovid. Audio personalisation is the latest member of the 4Sales market suite of interactive video ad formats.
“Video marketing and our sole business so we continue to push the boundaries of what is possible in the medium,” Innovid’s managing director EMEA Matt Colebourne said. “Channel 4 are one of our most innovative partners globally and we look forward to the success of audio personalisation and to the next eye-catching solution we build together.”
Among the new crop of personalised ads will be one from Ronseal. The company hopes that by using viewers names it can spur them on to tackling those DIY jobs that they have been avoiding.
if used well, it will grab – and hold – the attention of viewers and draw them to the brand
Josh Krichefski, CEO of MediaCom UK, who worked with Ronseal to develop their ad, which will start airing on All 4 this month, said:
“Personalisation may not be new, direct mail has always been personalised, but the ability to speak directly to a consumer is hugely powerful and is incredible an opportunity. If used well, it will grab – and hold – the attention of viewers and draw them to the brand. But herein lies the challenge – “if used well”.
“Our job in advertising is to make sure ads are relevant and engage people. No matter how innovative the format is, unless it’s used imaginatively, it will be a novelty that fades away. Personalised video ads have the potential to be much more than that – it could revolutionise digital advertising.
“But our advice to advertisers is not to get carried away with the format and forget the ingredients that make a great ad; the concept needs to be creative, the execution needs to be seamless and, of course, we need to remember that not all brands will be right for this”
Below is a video showing an example of the new Channel 4 personalised ads: