UK broadcaster Channel 4 has launched a new interactive VOD format that lets advertisers address viewers by name.
Using data provided by the 15 million people registered to Channel 4’s digital and on-demand service All 4, advertisers will be able to incorporate the individual names of viewers into the audio of their ads.
Launch partners Foster’s, 20th Century Fox and Ronseal will be the first advertisers to launch audio-personalised, targeted digital campaigns on All 4 this month.
“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,” said Channel 4’s digital and creative leader, David Amodio.
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