Channel 4’s award-winning commercial division, 4Sales, today announces an innovative new data partnership with the UK’s leading loyalty programme, Nectar360 that will revolutionise advertiser targeting to All 4’s 25 million registered users.
- First broadcaster to target consumer shopping baskets and measure impact on sales
- PepsiCo, McCain and L’Oréal first test partners
For the first time, FMCG brands will be able to tailor their advertisements on All 4 to groups of users based on their recent shopping habits within Sainsbury’s supermarkets, meaning users will be shown more relevant ads from brands they like and want to see.
PepsiCo brands Walkers Baked and Pepsi Max are the launch test partners for the product, with OMD as their media planning and buying agency. Accompanying them is McCain and L’Oréal with media agencies PHD and Essence.
Jon Lewis, Head of Commercial Innovation, Channel 4 said: “This partnership is another example of 4Sales’ dedication to offering market-leading addressable advertising innovation.
“Strategic partnerships are a key pillar in our Future4 strategy, so collaborating with Nectar360 significantly helps towards Channel 4 transforming into a digital PSB that retains its distinctive brand and public service impact.
“By being able to better target viewers, we hope to improve the effectiveness of our brand’s campaigns whilst offering All 4 users a more tailored advertising experience.”
This strategic relationship with Nectar360 supports Channel 4’s ambitious Future4 strategy to deliver 30% of total revenues from digital advertising by 2025. As the youngest-profiling UK PSB streaming service, All 4, provides unique advertising opportunities for brands. Alongside tools like the ENG4GE creative suite, this partnership further helps brands unlock the full potential of the platform’s database, with 80% of the UK’s 16-24 and 16–34-year-olds registered.
Under this addressable advertising deal, Channel 4 and Nectar360 have employed similar technology to Channel 4’s industry-leading BRANDM4TCH product, innovatively matching consumer data between the two organisations within a secure “clean data room” environment managed by InfoSum.
A key benefit for advertisers who use the Nectar360 segments is the amount of in-depth measurement that will be on offer. At the end of the campaign, once a brand has served viewers with its targeted ads, Channel 4 and Nectar360 can provide data to show how many customers purchased the product after seeing it on All 4.
As a result, brand new audience segments have been created at a product category level, enabling brands to identify and market to audiences that have a higher inclination to purchase their product, thereby increasing the effectiveness and efficiency of the adverts.
Amir Rasekh, Director of Nectar360 said: “Our partnership with Channel 4 allows us to further our ambitions to grow our digital retail media proposition. This creates value for our customers through highly targeted relevant advertising, and our brands through creating new ways for them to reach in market customers for their products.”
“We’re really excited to see the output of the trial with 4Sales before we roll out to the wider market.”
The innovation enables FMCG clients to accurately target customers in a GDPR compliant way, utilising segments created by Nectar360 which groups customers with similar buying habits. With the deprecation of third-party cookies that track consumers across websites, this data partnership offers advertisers a solution to better interact with customers in a privacy-first, cookieless way.
Ed Sanderson, Head of UK Media & TCP at PepsiCo said:” The core of what we do at PepsiCo is being consumer-centric and a data-driven approach is a crucial part of maintaining a consumer-centric strategy. We’re looking forward to expanding our targeting and personalisation at scale through Channel 4’s partnership with Nectar360, and assessing the business impact”
The long-term ambition is to have an always-on, strategic collaboration through an industry-leading data and media partnership, which further helps Channel 4’s ongoing strategy to accelerate digital across the business. It joins the broadcaster’s Advanced Data Suite which is a collection of innovative targeting products including BRANDM4TCH, Channel 4’s bring your own data solution that enables advertisers to retarget existing customers as well as reach new audiences.
All 4’s huge library of distinctive content drove record-breaking performance in 2021. The service hit 1.5bn views- an increase of +21% year on year, with content highlights including Derry Girls, Married at First Sight Australia, Help, Screw, The Undeclared War and Close To Me.
Nectar360 owns and operates Nectar, the UK’s largest loyalty programme, helping some of the UK’s biggest brands to build impactful relationships with their customers. It manages Sainsbury’s shopper marketing services, utilising its own insights and media expertise to connect the Sainsbury’s businesses, FMCG brands and their customers.
Through the unrivalled data provided by the 17.5 million members of the Nectar loyalty programme, Nectar360 understand consumers better than anyone else, offering brands a clear view of exactly who their customers are and what they buy.
Press contact: Thomas Reed, email@example.com
Notes to editor
About OMD UK
OMD UK is an integrated media and marketing company that represents some of the world’s biggest brands, including PepsiCo, Barclays, McDonald’s, Channel 4, Lidl, British Gas, Clarks and easyJet. OMD UK is Media Week’s Media Agency of the Year 2022 and is part of the global OMD network, the most awarded media network globally with more than 8,500 people in over 120 offices.