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Channel 4 launches audio personalised TV ads

Foster’s, 20th Century Fox and Ronseal are first brands on board

Channel 4 has launched a new interactive VoD format that enables advertisers to incorporate the individual names of All 4 viewers into the audio of their adverts.

Using first party data from Channel 4’s viewer database, launch partners Foster’s, 20th Century Fox and Ronseal are the first to take advantage with audio personalised, targeted digital campaigns launching on All 4 this month.

David Amodio, Channel 4’s digital and creative leader said: “Following the success of the multiple brands taking advantage of our Ad 4 You format, we’re now incredibly excited to offer the market something completely ground breaking.

“The most attention grabbing word for anyone to hear is without doubt is 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.”

Chris Green, marketing director, 20th Century Fox, added: “We are delighted to be working with Channel 4 and to be the first to use this new technology. Alien promises to be the most terrifying and exciting movie event of the year. The audio personalisation complements and enhances the alien footage perfectly.”

Developed by video technology partners Innovid, Audio Personalisation is the latest addition to 4Sales’ market leading suite of interactive video ad formats including Ad Spot; Ad Pause; Ad Bloom; Ad Elect; Ad Extend; Ad Frame; Ad Link; Ad Shop; Ad Journey and Ad 4 You.