Advanced Data Suite
All 4's 23 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....
Before viewers watch any of the 10,000 hours of content on All 4 we ask them to register, this means that we know exactly who they are; their name, gender, age, location and email, then allows us advertisers to deliver demographically targeted advertising.
We also enable advertisers to target our viewers based on their likes and interests. We do this using our panel of 250k users who we survey to find out their interests and likes, our team of data scientists then identify lookalike users from our 23m users to create segments.
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
Advertisers are able to target viewers based on the type of show they are viewing. With over 10,000 hours of content on All 4 there are endless possibilities.
Plus- Modern Love, Box Sets, Classic Nostalgia, Young & Experimental
BRANDM4TCH is our new ‘Bring Your Own Data’ product offering. Working with our data matching partner Infosum, and our advanced data management platform Mediarithmics The product enables brands to target existing customers and replicate CRM segments, such as high value customers, amongst All 4’s 23m registered users. It also provides brands with the opportunity to build new segments and target look-a-like audiences on our platforms.
The match takes place using a unique and safe methodology without the use of cookie data and without the need for the advertiser having to pass their data set to Channel 4, meaning the match is completely GDPR compliant.
We have a strong first-party database covering over 23 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.
Key Segments: Parents of Children aged 0-4 years old, Motorists, Quality Newspaper Readers, Interested in Theatre, Household interest in Pets, USA Travellers, Homeowners
ALL 4 BESPOKE
In additional the above targeting opportunities ,for the first time we’re now offering advertisers the chance to ‘build their own audience’ segments from Channel 4 data sets within our new Bespoke product. Bespoke enables advertisers the opportunity to combine segments based on Viewer Attributes, Viewer Consumption and/or Viewer History to build more tailored segments to suit every brands’ needs.
For example, overlaying a content segment with a device segment to target users who have watched Formula 1 and viewed on a connected TV; or by overlaying an interest segment with a geographic region to target Female Fashionistas in Manchester. This methodology can be used to enable brands to tightly target core audiences based on their viewing behaviour and attributes and build frequency across the year.
BESPOKE offers more control to agencies and advertisers and can be used to increase either precision or reach & scale.
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.
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.
4 Studio is at the heart of Channel 4's digital acceleration strategy, leading on all aspects of short-form content publication across social media platforms and delivering on Channel 4’s strategy to serve young audiences in the spaces where they like to consume and interact with content.
4 Studio ensures Channel 4 drives engagement with its shows across social platforms by managing and optimising content centrally - from concept through creation to publication and exploitation across multiple platforms.The department works closely with the digital commissioning team to create new, engaging formats for our social audiences.
The Leeds-based 4 Studio team specialise in platform specific analysis, tracking trends and enabling a more targeted and tailored approach to social content, commissioning and distribution, supporting our wider ambitions to super-serve young audiences on these platforms.
4 Studio ensures all digital activity aligns with Channel 4’s wider strategy to maximise time spent with Channel 4 across multiple platforms by performing a range of central functions including:
- Development of social media best practice and guidelines
- Identifying new opportunities for branded short-form content
- Supporting TV programmes by reaching new audiences on digital platforms
- Analysing platform specific trends and optimisation strategies.
- Maximising commercial returns from digital media.
For brands, the unit will offer social-first branded entertainment opportunities for the advertising market, maximising opportunities for brands to reach youth audiences across Channel 4’s social universe with a view to driving engagement with shows and optimising commercial potential.
Whilst 4 Studio is a new department based in Leeds, 4 Sales itself has a dedicated central team of 4 Studio specialists, but advertisers can access all the opportunities presented by the initiative through their usual 4 Sales contacts.