Watch our latest digital webinar, BRANDM4TCH LIVE, on demand below...
Its been 6 months since we launched our new market-leading data matching product, Brandm4tch. As a reminder, this unique offering allows advertisers to match their own first party data with All 4's 24 million registered users to create their own bespoke custom audience segments - all in a cookieless and GDPR compliant way!
Over the last few months we've been busy working with a number of launch partners to run the first campaigns and with MTM to test the product’s effectiveness.
The first official results are in, and they’re extremely impressive - so we decided to reveal them in this special webinar broadcast.
In it, we heard from the brand partners themselves, the research experts MTM and our tech partners InfoSum and Mediarithmics!
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....
Viewers are asked to register with us before they are able to watch any of the 13,000 hours of content on All 4. We collect 5 data points from users: their name, gender, age, location and email. We now have over 24m registered users which advertisers are able to target demographically using this first party data.
ABC1, 16 – 34, 16 – 54, 25-44, 25 – 54, 35+, House Persons, male or female
Sub Demographic audiences:
Male / Female or ABC1 overlaid with age variations as well as 55+
We also enable advertisers to target our viewers based on their likes and interests. We do this using the Dynata panel of 250k users who are regularly surveyed before our team of data scientists use lookalike modelling to build segments across our 24m registered users.
THERE ARE 20 SEGMENTS TO CHOOSE FROM:
Advertisers are able to target viewers based on the type of show they are viewing. With over 13,000 hours of content on All 4 there are endless possibilities.
Entertainment, Drama, Comedy, Youth, Factual
Lifestyle, Boxsets, Reality, Modern Love
Classic Nostalgia, Young and Experimental
Brandmatch is our new ‘Bring Your Own Data’ product which enables advertisers for the first time to use their own 1st party customer data to identify and match individuals within our 24m All 4 users. The product is powered by two technical integrations:
1. Infosum act as our clean room where the data match takes place in a cookieless environment.
2. Mediarithmics is our advanced data platform, which is used to add modelling to the matched segments in order to add scale.
The data match process is extremely quick (just mins) with no data being shared with Channel 4,meaning there is no chance of data leakage.
1. Reach lapsed customers. Customers that haven’t engaged for 6 months could be targeted with specific messaging.
2. Upselling products. Customers of product A targeted with product B.
3. Reach new customers: Reach prospective customers by removing existing customers.
In addition to our first party data segments we offer advertisers the opportunity to buy pre-defined data segments from approved data vendors. We have developed an integration with Acxiom which offers advertisers over 130 audiences segments covering areas such as hobbies, travel, finance, property, media consumption and many more.
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
Enables advertisers to layer All 4 data sets on top of each other to build bespoke segments specific for advertiser’s campaign objectives. An example of this might be for a technology business to only target
individuals that have viewed on mobile devices or a take away business who’d like to target people who view drama on connected TV’s after 8pm.
Segmentation includes time of day, content viewed, demographic, location, interest or device.
Our award winning Engage Suite offers advertisers the opportunity to build a number of creative video formats that stand out to viewers and offer highly sophisticated interactive or data enabled functionality.
There are 4 products available:
1. Personalised enables advertisers to use All 4 data to individually address users by name. We take viewers privacy very seriously and viewers have the option to opt out of this.
2. Interactive enables advertisers to build formats that viewers can interact with within the player e.g. click to buy or click to view different branded content.
3. Dynamic enables advertisers to dynamically alter creative using different data points e.g. time of day, demo, location or the weather.
4. Amplify enables advertisers to use their video assets in tandem with a dynamic frame to deliver dynamic messaging across multiple platforms
Pricing is based on the targeting segment used in addition to production costs. Please contact your 4 Sales rep or email@example.com for more information
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.