Channel 4 has announced the launch of Dynamic TV, a European first in video on demand advertising.
The innovation will enable “potentially thousands” of variations of data driven creative to run across smart TVs, as well as mobiles and desktops.
It’s being launched with Boots and Suzuki to deliver bespoke advertising, based on location, weather, time of day, date and demographics.
For both brands, they will be showing viewers where their nearest store is.
“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,” said David Amodio, digital and creative leader, 4Sales.
“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”.
The system was developed with Channel 4’s video technology partner, Innovid.
“We’re thrilled to power this new Dynamic TV offering with Channel 4. Advertisers can now personalise TV ads bringing more relevancy to viewers,” added Tal Chalozin, CTO and co-founder, Innovid.
“Being able to find a local store, car dealership or receive more targeted ads provides increased value to the viewer and is a much better experience than traditional commercial breaks. In the US, we’re seeing much higher performance on these types of ads across all screens and are excited to bring this opportunity to the UK market.”
Channel 4 has sales houses in Manchester and London.
