UK commercial public service broadcaster Channel 4 has unveiled an interactive VoD format that enables advertisers to incorporate the individual names of viewers of its All 4 catch-up service into the audio of their adverts for the first time.
Using first-party data from Channel 4’s 15 million strong registered viewer database, launch partners Foster’s, 20th Century Fox and Ronseal are first to take advantage of the innovation with audio personalised, targeted digital campaigns launching on All 4 in April 2017.
As part of 20th Century Fox’s marketing campaign promoting the UK cinema release of Alien Covenant in cinemas 12th May, All 4 viewers will see an exhilarating clip from the film enhanced by a personalised message; Foster’s will be sharing a pint with viewers whose names will prefix the line “…this one’s for you”; whilst Ronseal hopes that by getting personal they will motivate viewers to get on with their DIY.
“Following the success of the multiple brands taking advantage of our Ad 4 You format, we’re now incredibly excited to offer the market something completely ground breaking,” declared David Amodio, Channel 4’s Digital and Creative Leader. “The most attention-grabbing word for anyone to hear is without doubt one’s own name, so to be able to offer advertisers the chance to speak directly to our millions of viewers is not just unique, but an immensely powerful marketing tool which adds even more value to All 4’s increasingly personalised experience.”
“Enjoying a beer with mates is one of the most sociable things we can all do,” suggested Ifeoma Dozie, brand director at Foster’s owners Heineken. “This ground-breaking technology means that the majority of people will get a personalised ad, it’s like a digital ‘cheers!’”
“We are delighted to be working with Channel 4 and to be the first to use this new technology,” commented Chris Green, Marketing Director, 20th Century Fox. “Alien promises to be the most terrifying and exciting movie event of the year. The audio personalisation complements and enhances the alien footage perfectly.”
Ronseal’s ad ties into a new integrated campaign devised by BJL, which goes live on April 28th. “This new technology provides us with the ideal platform to get personal so we can motivate people to finally get on with their DIY,” noted James Smith, Ronseal’s Marketing Director. “We’re excited to be one of the first to use Channel 4’s audio personalisation as part of our new campaign and this is another example of why they continue to be the perfect partner for us.”
Alongside Foster’s’, 20th Century Fox’s and Ronseal’s media agencies Mediavest | Spark; Mindshare and MediaCom Manchester, the ideas were developed through 4Sales’ creative approach PL4Y – both a culture and practice through which briefs are interrogated more ruthlessly in order to identify the best possible way Channel 4 can add value to a brand.
Developed by video technology partners Innovid, Audio Personalisation is the latest addition to 4Sales’ market leading suite of interactive Video ad formats including Ad Spot; Ad Pause; Ad Bloom; Ad Elect; Ad Extend; Ad Frame; Ad Link; Ad Shop; Ad Journey and Ad 4 You.
“Video Marketing is our sole business, so we continue to push the boundaries of what is possible in the medium,” said Matt Colebourne, Managing Director, Innovid EMEA. “Channel 4 are one of our most innovative partners globally and we look forward to the success of audio personalisation and to the next eye-catching solution we will build together.”
4 Sales was behind the world’s first visually-personalised TV campaigns with Coca-Cola and Burberry in 2015 which saw viewers’ individual names appear on bottles of Coca-Cola and Burberry perfume bottles.
According to Channel 4, its digital strategy yields consistent revenue growth with digital revenues up 30 per cent in 2015 and matched growth in 2016.