Channel 4 Rolls Out Behavioural Targeting System

Channel 4 has introduced targeted advertising for its video on demand service, following an increase in its audience database to more than 10 million registered viewers - including, it says, one half of all 16 to 24-year-olds in the UK.

The broadcaster has built a new data analytics and CRM team, led by Director of Audience, Technology and Insight Gill Whitehead (pictured), and tasked with processing and analysing billions of viewer interactions.

In addition, the company has introduced a direct e-mail communications system, to enable registered viewers to receive personalised recommendations for both 4oD and linear content based on their viewing behaviour. Targeted promotional trails are used on 4oD, and an increasing proportion of registered viewers have linked their Facebook, Twitter or Google+ accounts to their Channel 4 accounts, so that fans of shows are now re-contacted via Twitter when there is news about their favourite show returning. As part of the next phase of the development of the 4oD recommendation engines, data on viewer behaviour will help to inform the creative teams in commissioning and marketing.

Whitehead comments: 'Our big data investment, which is now in profit this year, has enabled Channel 4 to be the first UK broadcaster to take demographically targeted video on demand ads to market. Channel 4 is demonstrating that big data can support creativity - by funding it through advertising premiums and by connecting programmes to the audiences that are most likely to appreciate them.'

Web site: www.channel4.com .