Channel 4

In this campaign,Channel 4 used paid search innovatively as a time-sensitive, cost-effective medium to tap into a growing Video on Demand market.Its click-through rate increased YOY from 5% to 12% and cost per view decreased from £0.82 to £0.05.

Channel 4

Profero

THE TEAM

Matthew Jacobs

Richard Keen

Dan Kalinski

Ross Jenkins

Marie Corin

WHAT IS WONDERFUL ABOUT THIS WORK?

We used paid search innovatively as a time-sensitive, cost-effective medium to tap into a growing Video on Demand market. Our click-through rate increased YOY from 5% to 12% and cost per view decreased from £0.82 to £0.05.

OBJECTIVES

To maximise advertising yield from VOD on Channel4.com. Video views for Catch Up had to achieve a cost-per-view of less than 15p.

STRATEGY AND TARGETING

VOD is an increasingly competitive market, including BBC iPlayer and ITV Catch-Up. This growth...

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