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C4 announces new dynamic adverts for online users


Channel 4 has announced the launch of 'Dynamic TV' - a service that will deliver personalised adverts to smart TVs, mobiles and desktops.

The broadcaster has been requiring viewers to register to use its on-demand, live streaming and catch-up services for some time now. Combining user demographic data with time of day, location and weather, Channel 4 will now offer ads with potentially thousands of variations.

An example of a targeted ad, which females in the ABC1 demographic will see on C4's online services

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.

Boots’ campaign for No 7 Line Correcting Booster Serum will launch in January targeting women in the ABC1 demographic. 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.