Channel 4 to pioneer video-on-demand ads

Channel 4 is to allow advertisers and agencies to buy video-on-demand ads based on demographic data.

Channel 4: plans to offer targeted video-on-demand ads
Channel 4: plans to offer targeted video-on-demand ads

The move will be announced today (15 September) by the Channel 4 chief executive, David Abraham, at the Royal Television Society conference. It means agencies and advertisers will be able to buy video-on-demand campaigns based on demographic information such as age and sex.

Channel 4 redesigned its 4oD service last month to allow users to create an account and sign into "My 4oD" to access new features.

To serve targeted ads, Channel 4 will use this viewer information in conjunction with third-party data provided by the web analytics specialist Quantcast.

Channel 4 will offer new formats, including pre-roll ads, that will grow into a microsite within the player (Ad Bloom) or allow users to recommend or interact with a brand through social media within the player (Ad Social).

Errol Baran, the head of future and digital media ad sales at Channel 4, said: "Our creative suite looks to build on our proposition to remain the most innovative video destination in the marketplace."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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