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Channel 4 has introduced a new digital ad product for its VoD service All 4 which allows brands to target viewers sequentially in real-time. O2 and Vauxhall are the first partners for ‘Ad Journey’, which enables advertisers to serve different creative using data already held by them.
O2 are using Ad Journey with their campaign encouraging people to get behind the England rugby team inthe World Cup. The O2 ad allows the user to click through to O2’s website, where they can create their own cartoon avatar. The next time they view an O2 ad, they will be shown a different message depending on whether or not they created an avatar.
Vauxhall will use the platform as part of its UK launch campaign for Vauxhall OnStar, a new service which uses 4G WiFi to allow drivers to access live help and information while on the road.
David Amodio, the digital and creative leader at Channel 4, said: “The digital world has historically been brilliant at retargeting people, predominantly through display adverting. Ad Journey offers an opportunity for advertisers to tell a story to All 4’s viewers in a broadcast video environment for the first time.”