UK broadcaster Channel 4 has renewed its partnership with Al-based TV content discovery, viewer data insights, and targeted advertising company ThinkAnalytics.
Channel 4 has been using ThinkAnalytics Think360’s viewer behaviour insights and AI to deliver personalised recommendations on its streaming service and across marketing and CRM campaigns.
Channel 4 has integrated Think360 with its customer engagement platform, enabling content recommendations to be tailored to each user’s viewing tastes and preferences, on and off platform, said ThinkAnalytics. This has enabled Channel 4 to target viewers on a 1:1 basis using real-time behavioural data to maximise open, conversion and click-through rates, added the company.
The companies have been working closely on A/B testing customer journeys across Channel 4 streaming, optimising the user experience and content offering for its 28 million+ registered users, resulting in notable uplifts in engagement in high-impact customer areas of the app.
David Cameron, chief product officer at Channel 4, commented, “Channel 4’s partnership renewal with ThinkAnalytics underscores our commitment to enhancing viewer engagement and driving digital innovation. We have been able to drive significant growth in streaming through a combination of editorial and AI-powered curation. By leveraging Think360’s capabilities, we continue to refine our approach and together we are shaping the future of TV content discovery and curation.”
Marc Aldrich, worldwide CEO, ThinkAnalytics added, “Channel 4 knows the power of AI-powered curation and has been a pioneer in extending personalised viewer recommendations to its millions of registered users. We look forward to extending our partnership as Channel 4 continues to innovate and increase engagement with its audiences.”
