Channel 4 appoints new Head of Advertising Research & Development


Channel 4 today announced the appointment of Martin Greenbank to the role of Head of Advertising Research & Development directly reporting to Director of Audience Technologies & Insight, Gill Whitehead.

In his new role, Martin will lead and develop Channel 4’s innovative commercial research strategy – working alongside the advertising sales team to ensure the channel remains at the forefront of ad sales innovation and effectiveness. This will include working closely with agencies and advertisers to commercialise and maximise the insight from Channel 4’s viewer database of 9 million registered viewers. He will also head up Channel 4’s audience measurement strategy across platforms, engaging with joint industry committees and trade bodies including BARB and UKOM.

Martin joins from Arena Media, which he joined in 2004 as a Strategist, rising to become the agency’s Head of Intelligence. In this time he ensured the agency’s blue chip clients kept up to date with the latest developments in communication and consumer insight, and also pioneered development of the agency's innovative tools and techniques which continue to drive Arena's strategic planning output.

Martin sits on an advisory panel for the IPA Touchpoints study – and has been closely involved in the planning output which has helped Arena win IPA, Media Week, Campaign and CIMTIG planning awards.

Gill Whitehead said: “Martin will bring his wealth of insight, planning and leadership expertise to help take the next phase of our data strategy to market with advertisers. I’m really looking forward to welcoming Martin on board our senior team.”

Jonathan Allan, Sales Director at Channel 4 said: “Martin’s track record for innovation in both the traditional and digital media sector made him a standout candidate. He will be key to providing insight and strategic support to the sales team to ensure we continue to grow revenues across our portfolio”.

Martin Greenbank said: “These are truly exciting times for the TV industry, and Channel 4 in particular. The collision of audience, advertiser and consumer data has created a landscape ripe for insight generation. Having thoroughly enjoyed my last nine years at Arena alongside a great team, I now look forward to taking on this new challenge and working with agencies, advertisers and the wider industry.”

Martin will take up his new post by the end of the year, replacing Sue Gray who has recently left the channel.

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