Channel 4 today announced its database of registered viewers has now reached over 10 million registered viewers, which includes one in two of all 16-24 year olds in the UK. This has enabled Channel 4 to introduce new targeted advertising to video on demand, which have helped drive growth in Channel 4’s digital revenues – with an increasing proportion of the corporation’s commercial revenue now being directly or indirectly supported by first party data from individual users. The next phase of the strategy will see the data on viewer behaviour helping to inform the creative teams in commissioning and marketing.
Viewer data has enabled Channel 4 to leverage new relationship marketing ‘channels’ – in which it can deliver a more personalised experience for viewers. Direct email communications with registered viewers have personalised recommendations for both 4oD and linear content based on their viewing behaviour.
A second phase of development of the 4oD recommendation engines is also underway, says Channel 4, to ensure that the recommendations better reflect their PSB purpose and help promote new creative voices – delivering an element of surprise in the suggestion of new content for viewers.
David Abraham, Channel 4’s Chief Executive says: “We’ve been able to use the scale of the database to have a new and more direct relationship with our viewers and to offer our advertisers new and innovative ways of better targeting the audiences they want to reach.”