Dynamic TV enables advertisers the ability to create bespoke ad formats that can be delivered to audience segments using data across TV, Mobile and desktop VoD platforms.
We’ve brought all of our industry-leading data personalisation and interactive ad formats to the big screen for the very first time.
There are 6 exciting and dynamic targeting options:
•Pollen count (low, medium, high)
•Time of day and date
•Cross platform sequential targeting
Boots and Suzuki have been among the first brands to try out the DTV, with Boot's creative (pictured above) directing viewers to their nearest store. From July 2019, the advertising suite has been expanded to include Dynamic TV Audio - a true UK and European first which allows advertisers to leverage first-party data from Channel 4’s over 20 million registered viewers to deliver bespoke audio message based on weather, time of day and date, furthering the personalisation of the advertising message.
DTV enables potentially thousands of variations of data-driven creative for viewers on Smart TV, mobile and desktop.
Partner brands can access a wealth of first-party data from Channel 4 to tinker or serve ads based on location, weather, time of day, date and demographics - around 18 million users are signed up to All 4.
David Amodio, digital and creative leader, 4Sales said: “Dynamic TV is undoubtedly one of the most exciting ad products we’ve been able to launch at Channel 4.
"We’ve seen an increased demand from clients and agency partners for big screen inventory and the fact that we’re now able to deliver data-informed creative across these platforms adds a layer of relevance that’s previously been restricted to desktop and mobile platforms. It’s no surprise that we’re already seeing a huge demand for this product and we look forward to seeing how the product performs”.
Video technology firm Innovid delivered the product.
Tal Chalozin, chief tech officer and co-founder of Innovid, added: “Advertisers can now personalise TV ads bringing more relevancy to viewers. Being able to find a local store, car dealership or receive more targeted ads provides increased value to the viewer and is a much better experience than traditional commercial breaks. In the US, we’re seeing much higher performance on these types of ads across all screens and are excited to bring this opportunity to the UK market.”
The product has been added to our video ad offering which includes Audio Ad 4 You, Ad 4 You, Ad Pause, Ad Bloom, Ad Elect, Ad Extend, Ad Link, Ad Shop and Ad Journey.