The system will use data from Channel 4’s 15 million strong registered viewer database. The first audio personalised ads, through launch partners, Foster’s, 20th Century Fox and Ronseal will appear on the VOD service later this month.
David Amodio, Channel 4’s Digital and Creative Leader said: “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. 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.”
Foster’s intend to share a pint with the audience by prefix the line “…this one’s for you with the viewers’ name.
Ifeoma Dozie, brand director at Foster’s owners Heineken said: “Enjoying a beer with mates is one of the most sociable things we can all do. This ground-breaking technology means that the majority of people will get a personalised ad, it’s like a digital ‘cheers!’”
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.