Channel 4 has announced the first batch of clients that have signed to use targeted advertising on 4oD.
Launched in February, Channel 4 is utilising registration data from a database that now counts over 7 million registered users for the on demand service.
The first group of advertisers to join the data pool includes a number of blue chip brands among them: Microsoft, Nokia, O2, Bulmers, Unilever, B&Q and McDonald’s.
Jonathan Lewis, head of digital and partnership innovation, Channel 4 said: “We’re looking forward to working directly with the first advertising clients to take advantage of this ground breaking initiative to offer demographically targeted ad packages on 4oD which will ultimately revolutionise the way we trade digital advertising. Over the next few months we will monitor the effectiveness and reach of the campaigns and will share results with the industry later this year.”
4 has invested in a major research project to evaluate campaign efficiency and effectiveness and provide further insight into video on demand user behaviour, partnering with digital analytics company, comScore and strategic consultancy, MTM London.
The commercial data initiative follows the viewer engagement programme launched by chief executive David Abraham in 2011.