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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands