Channel 4 today announced the launch of the Premium Video Ad Xchange (PVX) which gives all advertisers the opportunity to programmatically buy demographic audiences on All 4 across every device and platform* from early next year.
Following the success of Channel 4’s first-party data-led targeted ad products on mobile devices and PCs now representing 30% of total digital advertising revenues, the Premium Video Ad Xchange offers a new way of trading All 4 advertising inventory on the big as well as the small screen. For the first time advertisers will additionally be able to buy demographic audiences at a household level for viewers who watch All 4 on shared devices such as YouView, Xbox and Samsung connected TVs. As the ad exchange enables Channel 4 to identify All 4 audiences regardless of where they watch, next year it will become the first broadcaster to move broad Run of Site (ROS) inventory into a fully targeted offer.
The Premium Video Ad Xchange has been created in response to rapid changes in on-demand viewing where currently a third of viewing to All 4 is now on the big screen via a shared device.
YouGov research reveals All 4 on shared devices delivers 1.8 multiple viewers
Pioneering Channel 4 industry research with leading research company YouGov has accurately identified the number of multiple viewers to All 4 on shared devices as 1.8. Advertisers will now be able to access these additional viewers to extend the reach of their campaigns on these platforms.
The research was pivotal to the development of the Premium Video Ad Xchange and has resulted in a model of Channel 4’s demographic audiences across shared platforms that will now benefit advertisers. The model was developed by YouGov’s analysis of shared device viewing on All 4 matching Channel 4’s 13 million strong first-party viewer data, BARB’s 5,100 TV panel and YouGov’s 16,104 research panel.
Programmatic campaigns are on average 72% more efficient and deliver 24% greater ad recognition
New independent research with MTM and Comscore has found that Channel 4’s first-party data-led programmatic campaigns were on average 72% more efficiently targeted, delivered 24% more effective ad recognition and 20% higher spontaneous brand awareness, than a standard Run of Site (ROS) campaign. The research was conducted in partnership with Channel 4’s programmatic pilot agency partners Carat and Vizeum and a selection of their clients’ campaigns during the initial pilot phase earlier this year.
From 2016 Channel 4’s unique programmatic buying option on All 4 will be extended to all agencies and advertisers. As a result programmatic revenues are expected to double to represent 30% of total video advertising revenue by the end of next year.
Speaking at Channel 4’s Upfront event in London, Jonathan Lewis, Head of Digital and Partnership Innovation, said: “Next year All 4 is about access to audiences everywhere. As TV viewing behaviour changes it’s vital that we adapt to keep apace with our viewers. Our innovative PVX product giving advertisers access to identifiable audiences on All 4 across all platforms sees Channel 4 achieve another industry first as we move to a fully addressable on-demand world.
“Having proven the effectiveness of our data-driven programmatic offer which is still unique in the UK market, we believe that the premium video environment of All 4 is the most effective and efficient digital TV platform for advertisers to reach real people wherever they choose to watch TV.”
The Premium Video Ad Xchange is Channel 4’s latest digital ad innovation following 4Sales recent launch of personalised Dynamic Ad Insertion into live streams with partners YoSpace to deliver real time targeting to viewers watching live; Ad4U which enables personalised ads at scale; and Ad Journey which allows advertisers to re-target viewers that have already seen ads on All 4 with different creative messages to encourage greater engagement with a campaign.