Channel 4 has announced a new advertising scheme that allows brands to buy digital advertising space around All 4’s 14,500 hours of premium content via private programmatic auction for the first time.
It’s the first broadcaster to make its inventory available through automated real-time bidding – a method that enables ad space to be auctioned in milliseconds and the highest bidding advertiser’s campaign served to its target audience.
All 4 Private Marketplace allows advertisers to easily target All 4 viewers in a number of different ways including by the genre they’re viewing or their demographics (eg. age, gender) across all connected TV devices, mobile and desktop. Its launch offers a more flexible approach to digital advertising that enables brands to quickly upweight their investment of campaigns based on their performance or objectives in real-time.
Verica Djurdjevic, Chief Revenue Officer, Channel 4: “The launch of All 4 private marketplace represents the next generation of broadcaster digital ad innovation offering brands complete flexibility to advertise around high-quality content on All 4 and improved access to our young engaged viewers.
Available to all advertisers and agencies, All 4 Private Marketplace supports Channel 4’s Future4 strategy to deliver 30% of total revenues from digital advertising by 2025.
All 4 is the youngest-profiling UK PSB streaming service and the UK’s biggest free streaming platform. Its 25 million registered viewers include 80% of 16-24 and 16-34 year olds in the UK.