For the first time, FMCG brands will be able to tailor their All 4 advertising to groups of users based on their recent shopping habits.
The deal between 4Sales and Sainsbury’s Nectar360 loyalty programme means viewers will be shown more relevant adverts.
The launch test partners are Yorkshire’s McCain with its media agency, PHD, alongside PepsiCo brands Walkers Baked and Pepsi Max via OMD, plus L’Oréal with media agency Essence.
“This partnership is another example of 4Sales’ dedication to offering market-leading addressable advertising innovation. Strategic partnerships like this collaboration with Nectar360, are a key pillar in our Future4 strategy, which is driving Channel 4’s transformation into a digital-first PSB while retaining its distinctive brand and public service impact,” said Jonathan Lewis, Channel 4’s Head of Commercial Innovation.
“By being able to better target viewers, we hope to improve the effectiveness of our advertising partner’s brand campaigns whilst offering All 4 users a more tailored advertising experience.”
At the end of the campaign, once a brand has served viewers with its targeted adverts, Channel 4 and Nectar360 can provide data to show how many customers purchased the product after seeing it on All 4.
“Our partnership with Channel 4 allows us to further our ambitions to grow our digital retail media proposition. This creates value for our customers through highly targeted relevant advertising, and our brands through creating new ways for them to reach in market customers for their products,” added Amir Rasekh, Director of Nectar360.
“We’re really excited to see the output of the trial with 4Sales before we roll out to the wider market.”
The partnership is the first product from 4Sales’ new dedicated Commercial Innovation team.
