Channel 4 today announced the launch of Dynamic TV – a brand new ad innovation which 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.
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 18 million 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 is launching in February and will show viewers the brand-new Swift campaign and highlight their nearest Suzuki dealership.
David Amodio, digital and creative leader, 4Sales said: “Dynamic TV is undoubtedly one of the most exciting ad products we’ve been able to launch at Channel 4. 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 was developed with Channel 4’s video technology partner, Innovid, who have created the first solution to allow for multiple dynamic uses across an array of digital devices including smart TVs, gaming consoles and more.
Tal Chalozin, CTO and co-founder, Innovid 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.”
Dynamic TV is a new addition to 4Sales’ market leading offering, sitting alongside their 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.
About the author : Kauser Kanji
I've been working in online video since 2005 and have held senior roles at NBC Universal, ITN and Virgin Media. I've also completed VOD projects for the BBC, Netflix, Sony Pictures and a host of broadcasters and service-providers all over the world. Catch me on our weekly debate show, OTT Question Time, or drop me a line on LinkedIn.