In this blog, we explore how BRANDM4TCH, our bring your own data product, can boost your campaigns.
In a world where consumers have more choice than ever, reaching bespoke segments of your target audience has never been more vital to your campaign’s success. And, unless you’ve been living under a rock, you can’t have missed all the news stories and industry conversation around the changing viewer habits of the average UK citizen.
But this has provided advertisers with an excellent targeting opportunity, as the volume of ad-funded video content created and published by the likes of Channel 4 has skyrocketed over the last few years. Video content from major broadcasters differs vastly from a lot of online video – it’s largely longform content, carefully created and curated by experts in their field, watched in full with sound and delivered within a trusted, brand-safe environment.
If you’re new to TV advertising, this content is known as BVOD - an acronym that stands for broadcaster video on demand. From Channel 4, that’s All 4 - the UK’s largest free streaming service.
On All 4, there are over 26 million viewers waiting to see your ad campaign within our trusted, engaging environment – and as an Altogether Different broadcaster, we’re always looking for better ways to ensure your advertising is more effective, more efficient, and more impactful with us.
That’s why in 2020, we invented BRANDM4TCH – the UK’s first data-matching BVOD product – and it can vastly increase your campaign success.
BRANDM4TCH is our innovative, data-driven product that helps brands target viewers on All 4. It uses brands’ first-party data, along with Channel 4’s own data, to figure out which audiences are the best match for your ad campaign. No data from either party is shared, making BRANDM4TCH quick, safe and GDPR compliant.
So What?
We launched a new product – so what, why should you care? Well, here’s three good reasons…
1. BRANDM4TCH improves saliency
Advertisers depend on grabbing attention, and BRANDM4TCH is brilliant at improving saliency.
After testing a BRANDM4TCH exposed audience against a standard targeting exposed audience, we found that the BRANDM4TCH audience was highly receptive to advertising.
Advertising awareness saw an uplift of 63%, with recognition also uplifting by 57%. Importantly, spontaneous awareness also increased by 31% when compared to the standard audience; this factor has been linked to higher brand loyalty and likelihood of purchase.
2. BVOD ads perform better with a BRANDM4TCH audience
We also discovered that our BRANDM4TCH audience responded more positively to advertising creative.
Not only was advertising seen to be more relevant, but the BRANDM4TCH audience were more likely to think ads told them something new and made the brand seem different, as shown by the uplifts in the respondents’ agreements with the statements below:
• Is a brand I trust (+69%, +15% vs standard targeting)
• Is a brand I would recommend (+59%, +15% vs standard targeting)
• It was relevant to me (+52%, +34% vs standard targeting)
• Told me something new (+50%, +44% vs standard targeting)
This response helped drive a 19% uplift in consideration between the BRANDM4TCH and standard audience, with first choice consideration also uplifting by 26%.
3. BRANDM4TCH drives first choice consideration
When compared with standard demographic testing on All 4, BRANDM4TCH was shown to be much more effective.
BRANDM4TCH offered a 42% higher uplift for spontaneous brand awareness and a huge 121% uplift in first choice consideration. This makes it a powerful tool to put your products in people’s minds, whether you’d like to reach lapsed customers, new customers or upsell products to people who’ve already bought from your brand.
Don’t take our word for it!
If your business has first-party data to use, BRANDM4TCH can make a significant difference to your BVOD advertising – but we would say that, wouldn’t we! Here’s a few thoughts from some of our partners so far…
For Chris McKay, Head of Brand Engagement at Hillarys, BRANDM4TCH was an opportunity to experiment and “improve the efficiencies” of campaigns. He was surprised by how straightforward the data matching process is and complimented the technical support available: “there didn’t really seem to be any pitfalls.”
Just Eat has also used BRANDM4TCH to get a brand-new ad in front of the “right customers at the right time.” Colin Murphy, Paid Media Manager at Just Eat, said that the response to BRANDM4TCH at Just Eat was “really positive,” as with help from the product, Just Eat saw spontaneous brand awareness increase by more than half (+63%) and brand consideration grow by over a third (+38%).
Want to improve brand salience and consideration in your next BVOD advertising campaign? We think BRANDM4TCH is the way to go: a safe, simple way of using your 1st party data with Channel 4’s.
What are you waiting for?!
If you’re interested in how BRANDM4TCH could supercharge your BVOD advertising, contact your usual 4Sales representative. If you don't know who that is please e-mail us at 4Sales@Channel4.co.uk