Channel 4 lands Shop Direct for 4oD launch

Shop Direct Group has been named as the commercial launch partner of 4oD on Sky in a six-month deal that starts on Saturday.

4oD: readies Sky launch
4oD: readies Sky launch

The partnership, brokered by Carat, will enable Shop Direct to promote its Isme, Littlewoods and brands. One brand per month will be featured in front of all catch-up 4oD content on Sky.

The brands will also appear in the pre-roll of the first ad breaks in all Channel 4 content available through Sky's on demand platform.

Jon Owen, retail director at Shop Direct, said: "Television and on demand programming are both key channels for our brands and this partnership with 4oD will enable us to combine the two to reach our customers in a unique and memorable way."

Adrian English, head of media investment at Carat, said: "It provides yet another innovative and engaging element to Shop Direct’s media plan."

The video on demand service, 4oD, was launched on the Sky on demand and Sky Go platforms on 18 March 2013, allowing more viewers to catch up with their favourite Channel 4 programmes.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
YouTube to stop 30-second unskippable ads

1 YouTube to stop 30-second unskippable ads

Starting next year, YouTube will stop allowing the 30-second unskippable ad and will focus instead on shorter formats.

Just published