Channel 4: 4oD demographic targeting – big data and survey research coming together to revolutionise online advertising

This article explains how 4oD, the video-on-demand service of the UK TV broadcaster Channel 4, proved the value of demographically-targeted video ads.

Channel 4: 4oD demographic targeting - big data and survey research coming together to revolutionise online advertising

Caroline Rushton and Alison SargentMTM and Channel 4

Summary

This paper describes how Channel 4 along with MTM and comScore was able to demonstrate the value of demographically targeted advertising on 4oD. This enabled the launch of 4oD's most premium ad product, which is now being bought by all the major agency groups.

Audience insight is at the heart of this new product: viewer registration forms and subsequent surveys, combined with behavioural data from Channel 4 and Experian, fed into predictive models...

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