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...