C4 offers 100% targeted advertising in 2018 after record All 4 success
Channel 4 today announced it is the first UK broadcaster to offer 100% targeted advertising across its on-demand channel All 4, on every platform the service is available on including mobile, tablets, games consoles and big screens such as YouView and Samsung TVs*.
At its 2018 Upfronts event, the broadcaster revealed it will have first party data on all All 4 viewers early in the new year when mandatory registration is required across all platforms. This major development will significantly increase the scale of Channel 4’s already market leading personalisation and targeting capabilities based on viewers’ age, gender, location, interests and behaviour.
Channel 4’s award-winning first party data strategy is developed from All 4’s 16 million strong viewer data base which includes almost two thirds of 16-34 year olds in the UK. This still unique strategy in the UK TV ad market has helped Channel 4 deliver a successful £100m+ digital business which continues to grow year-on-year through its commitment to commercial innovation including programmatically traded, data-led targeted advertising which now represents 75% of digital revenues.
To build on the digital success of its first-party data strategy, Channel 4 is actively exploring opportunities to progress targeted advertising on traditional linear TV and is currently talking to a range of potential partners including Sorenson Media, YouView and Sky AdSmart .
Jonathan Lewis, Head of Digital and Partnership Innovation said: “From next year every All 4 advertising opportunity will be personalised or targeted which has proven success for brands reflected in our double-digit year-on-year revenue growth for the last several years. And All 4 continues to grow as record-breaking numbers of registered viewers loyally return to the biggest range of entertainment on any on-demand service available for free.”
Record breaking All 4 success
All 4 enjoyed record-breaking success in October attracting the biggest number of monthly views ever* and, following the launch of its latest individually personalised homepage, is experiencing robust year-on-year viewing growth of +14% year-to-date with a total of 557 million views. The trend to watch on-demand on TV sets continues to soar with views up +24% compared to last year.
This performance is driven by titles including 2018 smash hit The Great British Bake Off which has amassed almost 15 million views to date, as well as Celebs Go Dating, First Dates, Hollyoaks, The End of the F***ing World, The Handmaid’s Tale, Gogglebox, The Undateables, Catastrophe, No Offence, 24 Hours in A&E, Ackley Bridge , Made in Chelsea and Channel 4 favourites such as Shameless, The Inbetweeners , Skins and Peep Show.
All 4 is one of the UK’s leading digital TV services for original and exclusive digital content and Box Sets of iconic British TV series giving young viewers a wide choice of on-demand entertainment – for free.
Notes to Editors
*Channel 4 owned and operated platforms only – excluding Windows 10, Sky and Virgin
All 4 is Channel 4’s award-winning free on demand channel, championed at the Broadcast Digital Awards 2016 for providing the Best Digital Video Platform or Service. All 4 is home to exclusive shows, including Walter Presents; premium-quality original commissions; hundreds of box sets of iconic Channel 4 series; as well as live streams and catch up from the broadcast channels.
All 4 is available on more than twenty platforms including All4.com, mobile and tablet (iOS, Android, Windows Phone), games console (Xbox, PlayStation) and big screen (YouView, FreeSat, Freeview Play, Samsung, Amazon Fire TV, Now TV, Google Chromecast). It is also available via third-party providers, such as Sky and Virgin Media.