Channel 4 has introduced Dynamic TV, a new advertising innovation which it says enables potentially thousands of variations of data-driven creative to be served across big screen devices like smart TVs for the first time, as well as on mobile and desktop VoD platforms.
Dynamic TV allows brands to leverage first-party data from Channel 4’s over 18 million registered viewers to deliver bespoke ads based on location, weather, time of day, date and demographics – something Channel 4 is claiming as a European first.
The solution was developed with Channel 4’s video technology partner, Innovid, whose CTO and co-founder Tal Chalozin said: “We’re thrilled to power this new Dynamic TV offering with Channel 4. Advertisers can now personalise TV ads bringing more relevancy to viewers. Being able to find a local store, car dealership or receive more targeted ads provides increased value to the viewer and is a much better experience than traditional commercial breaks. In the US, we’re seeing much higher performance on these types of ads across all screens and are excited to bring this opportunity to the UK market.”