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Channel 4 launches Dynamic TV ad targeting solution for VoD platforms

David Murphy

Channel 4 has launched Dynamic TV, an ad innovation which enables potentially thousands of variations of data-driven creative to be served across large screen devices such as smart TVs, as well as on mobile and desktop VoD (Video on Demand) platforms. The solution has been was developed with Channel 4’s video technology partner, Innovid.

In a first for the UK and European advertising market, Dynamic TV will allow launch partners Boots and Suzuki to leverage first-party data from Channel 4’s over 18m registered viewers to deliver bespoke ads based on location, weather, time of day, date and demographics.

Boots’ campaign for No 7 Line Correcting Booster Serum will launch in January, targeting ABC1 women. The targeted ad will show users where their nearest Boots store is. Suzuki’s campaign for the Suzuki Swift launches in February and will show viewers the brand-new Swift campaign and highlight their nearest Suzuki dealership.

“Dynamic TV is undoubtedly one of the most exciting ad products we’ve been able to launch at Channel 4,” said David Amodio, digital and creative leader at 4Sales. “We’ve seen an increased demand from clients and agency partners for big screen inventory, and the fact that we’re now able to deliver data-informed creative across these platforms adds a layer of relevance that’s previously been restricted to desktop and mobile platforms. It’s no surprise that we’re already seeing a huge demand for this product and we look forward to seeing how the product performs”.

Dynamic TV sits alongside 4Sales’ existing suite of interactive video ad formats, including Audio Ad 4 You, Ad 4 You, Ad Pause, Ad Bloom, Ad Elect, Ad Extend, Ad Link, Ad Shop and Ad Journey.

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