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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