Data Targeting
All4's 22 million registered users can be targeted by your VOD ad through a variety of different data-targeting products. This advanced suite of options is market-leading and means brands can drill down into our audiences, displaying their ads to the exact audiences they want to reach....
DEMOGRAPHIC TARGETING
Perhaps the most basic of targeting options, we allow advertisers to target their VOD ads by a number of demographic options on All4 - whether that be only reaching female viewers, displaying to a specific region in the country or targeting on the base of age - we can create demographic segments to suit any brand.
Key Segments: Gender, Age, Social Grade, Location
CONTEXTUAL TARGETING
Channel 4 creates and broadcasts a huge variety of content from a massive range of genres - so the ability to reach viewers on All4 when they're engaged in a highly contextual moment is hugely beneficial. For example, targeting a food product to appear alongside cookery programmes can be very impactful and lead to the user being much more engaged in the commercial on offer.
Key Segments: Lifestyle, Comedy, Drama, Factual, Food & Health , Youth
INTEREST-BASED TARGETING
With so many people watching our services, and the average consumption of active users being pretty high, we know from peoples past viewing habits what interests them - this data analysis allows us to segment our audiences into useful interest-based groups and target relevant advertising to them, whatever they're watching. For example, if through viewing habits we know a particular woman is an fanatical follower of fashion, we would group them into our fashionistas segment, and allow relevant advertisers to target them whatever content they were watching - whether it be a gritty Scandi drama or an episode of Hollyoaks!
Key Segments: DIY Enthusiasts, Male Grooming, Gardeners, Beauty Female, Early Tech Adopters, Holiday Lovers, Stylish Men, Premium & Luxury Shoppers, Foodies, Female Fashionistas, Fitness Enthusiasts, Bargain Hunters, App Users, Motor Enthusiasts, Environmentally Aware, Film Fans, Gamers, App Games, High Net Worth Individuals, House-Prouds
APPROVED
We have a strong first-party database covering over 22 million registered users, enhanced by our own behavioural data and our propriety data science capability. In addition to all this in-house data, we also work with a company called Acxiom to build social grade audience segments. In a new data offering we are partnering with Acxiom to provide additional audience variables, to enable clients a greater variety of targeting and insight opportunities.
BRANDM4TCH
BRANDM4TCH is our new ‘Bring Your Own Data’ product offering. Enabled by our partnership with Infosum, the function allows brands to match their own 1st Party Data with our massive registered user database, identify matches and then target them across the All 4 platform. The launch of this product means that brands can now speak directly to their customers on the All 4 platform in a way that is targeted, personal and GDPR compliant.
ALL 4 BESPOKE
Any of the above data products can be utilised effectively on their own, but thanks to our BESPOKE product, we also give advertisers an opportunity to ‘Build their own Audience’, combining aspects of the different products together to deliver new segments that are fully tailored to their brands needs.
BESPOKE offers more control to agencies and advertisers, and can be used to increase either precision or reach & scale.
To create a bespoke audience, we look at three areas - Viewer Attributes, Viewer Consumption and Viewer History.
| Viewer Attributes | Viewer Consumption | Viewer History |
|---|---|---|
|
Reach viewers on their demographics and interests |
Reach viewers on what, where and when they are watching. |
Reach viewers on their history of programme & device viewing. |
| For this, we look at their registration data and social grade, as well as where they sit in our interest group segments | For this, we explore the context of the programme the ad needs to be featured in, the device users are utilising to view and the time of day that the activity should be delivered. | For this, we study the genres that the user is a frequent viewer of, the programmes they watch most frequently and the devices they most frequently use to view |
Creative Formats
ENG4GE
ENG4GE is our ingenious creative suite and features 4 innovation products for advertisers to choose from: Interactive, Dynamic, Personalised and Eng4ge Now.
Interactive helps brands connect with viewers though engaging interaction, whether it’s extended new content, targeted creative messaging, or encouraging online purchase.
Dynamic plugs into data to create tailored messages for our viewers. We have a great relationship with our viewers which means we really know them, and this allows us to deliver more relevant content and advertising to them. Dynamic offers advertisers the opportunity to deliver thousands of bespoke messages linked to viewers’ location, the weather, where they are, the time of day, date, their age, or gender.
Our personalised product taps into our millions of registered users and allows brands to deliver personalised named visual or audio messages.
ENG4GE now provides an opportunity for advertisers to deliver a tailored message through a template-based frame surrounding their creative.
We pride ourselves in delivering the most innovative and creative solutions. We can offer advertisers audiences of all ages, including highly engaged 16 - 34 who are superfans of our brands.
Digital at Channel 4 can be used in large variety number of ways. For example, your campaign could be as part of a solus digital-only campaign, in support of a TV campaign or in support of an on-air competition. We work closely with editorial to ensure advertisers can make the most of Channel 4's wealth of content. Our vision and production expertise means we can create campaigns that resonate strongly with our users.
Collection Lounges and Homepage Takeovers
Collection Lounges are an integrated partnership opportunity; a Lounge houses a bespoke programming strand created for your advertiser, aligned to their target audience. Collection Lounges are a high impact, multi-platform opportunity, running across All 4 big screen, mobile and desktop platforms.
We offer Homepage Takeovers; this high impact format immediately associates the advertiser with All 4’s premium content targeting a range of audiences from an older, more upmarket audience.
Programmatic Solutions
M4RKETS
All 4 continues its programmatic evolution with the launch of M4RKETS , a new programmatic suite of products that enable advertisers to buy All 4 inventory in a number of different ways, building on 4Sales’ transactional capabilities.
A new Programmatic Guaranteed product available from early May will allow buyers to buy All 4 inventory on a fixed CPM, fixed impression basis via the generation of a Deal ID and transacting through a demand side platform (Adobe, The Trade Desk) and SSP (Freewheel) exchange.
Digital Content Unit
Channel 4's Digital Content Unit is a new department formed to commission and produce content for Channel 4's social and digital platforms.
The DCU is Channel 4’s new in-house digital agency, commissioning and producing digital content for social and digital platforms, as part of the our digital acceleration strategy. It will ensure Channel 4 engages and influences young audiences in the places they are increasingly spending more time – with content that is either tailored or specifically created to maximise reach and viewing across key social media channels.
To build on the DCU’s cutting-edge knowledge, data and capabilities which will encourage future creative and commercial innovation, 4Sales has established a commercial division within the DCU, working with brands to provide access to Channel 4’s leading creative talent to develop social-first digital content for distribution across key social media channels such as Facebook, Snapchat and Instagram.
The DCU is just getting started - watch this space for bigger things thoughout 2020.