Channel 4 today announced the appointment of Martin Greenbank to the role of Head of Advertising Research & Development directly reporting to Director of Audience Technologies & Insight, Gill Whitehead.
In his new role, Greenbank will lead and develop Channel 4’s innovative commercial research strategy – working alongside the advertising sales team to ensure the channel remains at the forefront of ad sales innovation and effectiveness. This will include working closely with agencies and advertisers to commercialise and maximise the insight from Channel 4’s viewer database of 9 million registered viewers. He will also head up Channel 4’s audience measurement strategy across platforms, engaging with joint industry committees and trade bodies including BARB and UKOM.
“Martin’s track record for innovation in both the traditional and digital media sector made him a standout candidate,” says Jonathan Allan, Sales Director at Channel 4. “He will be key to providing insight and strategic support to the sales team to ensure we continue to grow revenues across our portfolio”.
Greenbank will take up his new post by the end of the year, replacing Sue Gray who has recently left the channel.