Channel 4 has revealed the results of its data targeting trial across the 4oD service.
The broadcaster told its Upfront 2014 event that it had seen “overwhelming uplifts” across a trial group of seven blue chip advertisers.
B&Q, Unilever, Microsoft, Bulmers, Nokia, McDonalds and O2 had joined a pool of data pioneers earlier this year to trial targeting their Video On Demand advertising at the same demographic audiences they buy on TV (e.g. 16-34s, ABC1s).
Results from comScore and MTM London across all advertisers in the pioneer group, the results revealed that hitting the right target audience increased advertising effectiveness. Top of mind brand awareness was found to significantly increase over the campaign period (+11%), with demographic targeting delivering on average double the uplift compared to a standard 4oD campaign.
The findings also suggested that demographic targeting helps to increase positivity towards a brand resulting in a number of significant uplifts in brand image when compared to a standard 4oD campaign.
Gill Whitehead, Director of Audience Technology & Insight at Channel 4 said: “Harnessing the growth of our currently 9m strong registered viewer database, we’re continually improving the effectiveness of advertising on 4oD for our agency and client partners. Following these impressive results from our first commercial data initiative, our next steps are to look at interest-based and behavioural targeting which will enable advertisers to target categories such as food, health and technology.”
comScore used its vCE methodology to reveal the proportion of campaign impressions delivered to the intended target audience and how the profile compares to natural internet delivery. MTM London used cookie tracking to examine the impact of 4oD on campaign effectiveness.
