Channel 4s registration database has broken the 10m unique viewer mark – meaning around one-fifth of the UKs adult population have registered to use its 4OD service. Remarkably, that number includes approximately half of all 16-24 year olds.

Channel 4 says this volume of first-party viewer data has been vital to the launch of its targeted VOD (Video On Demand) ad offering, which became available to advertisers for the first time earlier this year.

Data analytics team

Channel 4 has formed a data analytics and CRM team, led by director of audience, technology and insight Gill Whitehead, and invested in big data technology.

“Our big data investment, which is now in profit this year, has enabled Channel 4 to be the first UK broadcaster to take demographically targeted VOD ads to market,” said Whitehead. “Channel 4 is demonstrating that big data can support creativity – by funding it through advertising premiums and by connecting programmes to the audiences that are most likely to appreciate them.”

The teams focus is currently on leveraging value from machine learning capabilities. Channel 4 says the next phase of its strategy will use its behaviourial viewer data to help inform the creative teams in marketing and commissioning.

From data to targeting

Channel 4 promotes its own programming with behaviourally targeted promotional trails throughout 4OD programmes and Watch Next recommendations at the end of each viewing on 4OD – which see more than doubled the conversion rate among registered users. The broadcaster also reaches out with personalised recommendations based on viewing behaviour via email and, where users have linked up the two accounts, Twitter.

When it comes to outside advertisers, however, Channel 4 only launched its targeted digital ad packages to the wider market this year.

The launch comes off the back of a trial in the first half of last year, which saw Channel 4 partnering with seven blue chip brands, including Unilever, Nokia, McDonalds and O2. 4OD ran ads targeted at the same demographic audiences that advertisers would buy on TV, such as 16-34s and ABC1s.

A follow-up study in November, carried out by comScore and MTM London, found that this targeted improve Click Through Rate by 109 per cent compared to a standard 4oD campaign – and in one case, Nokia saw CTR triple.