Channel 4 and Innovid Launch Audio Personalised Ads

UK broadcaster Channel 4 has partnered with online video analytics tech developer Innovid to launch a VoD (video on demand) format that enables advertisers to add viewers' names to the audio accompanying their ads.

Innovid provides MRC-accredited tools to create, deliver and measure video campaigns. These tools capture consumer engagement with proprietary real-time analytics and reporting, proving insight into ad viewability, engagement, awareness and social media sharing. The new Audio Personalisation system uses first party data from Channel 4's 15 million registered viewer database, to deliver audio personalised, targeted digital campaigns across the station's All 4 VoD service.

Initial users of the service are Foster's, Ronseal and 20th Century Fox. As part of the latter's marketing campaign promoting the UK cinema release of Alien Covenant, All 4 viewers will see a 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'; and Ronseal will 'get personal', in order to motivate people to get on with their DIY.

David Amodio (pictured), Channel 4's Digital and Creative Leader, comments: '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'.

Web sites: www.channel4.co.uk and www.innovid.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.