Channel 4 has launched an experiment to see if fewer adverts from a single brand, broadcast in a less cluttered advertising environment, can deliver more effective and impactful campaigns.
The trial, never before undertaken in the UK, will determine whether High Impact campaigns, delivering a lower frequency of adverts, can deliver more cut through with viewers.
Additionally, the advertisers taking part in the trial will be encouraged to test a range of new innovative advertising products including dynamic adverts with greater interactivity.
Around 30 brands, including Lloyds Banking Group, Boots, John Lewis, Domino’s and Toyota, have signed up for the 12-week trial.
A similar experiment carried out by Peacock in the United States over the last two years has been a huge success and has since been rolled out across the whole of NBCU’s advertising network.
“At Channel 4 we have a reputation for delivering market leading commercial innovation,” said Channel 4’s Head of Commercial Innovation and Partners, Jonathan Lewis. From launching the world’s first personalised broadcaster on-demand ads with Coca-Cola, to the launch of our Brandmatch product providing the UK’s first broadcaster data matching solution; we are always exploring new ways in which brands can most effectively reach our audience, with impact.
Channel 4 has commissioned research agency, BRDC, to undertake research during the experiment which is due to begin shortly.
