4oD Stays ahead of the gameThis entry was posted on Thursday, August 22nd, 2013 and is filed under Latest News.
Channel 4 has lead the way with innovative television, challenging a variety of different topics and beating many of the other terrestrial channels when it comes to cutting edge ideas. With online catch up sites such as 4oD, ITV Player and BBC iPlayer growing in popularity every day, the online resources are being used to pilot new schemes whilst entertaining millions.
This August, Channel 4’s online interactive video catalogue has launched a new idea. ‘Dynamic personalised video ads’ will be used to target individuals based on the knowledge that the site has about them. For instance whether they are male or female, their age and their location may be used to determine the advertisement that you see on screen.
The first advertisement that will be used for this is from car manufacturer Vauxhall. The company have created two adverts aimed at male viewers and female viewers. The male version will feature a colour chart as a visual aid. They will therefore be able to visualise the car they are promoting in the colour of their choice. Alternatively, for the female viewers, they will be asked to take part in a quiz and will be given a competition link.
Due to extensive market research, men and women interact differently, meaning that one advert may never actually be able to suit its entire audience. By having a way of targeting a specific group, this will in theory make the campaign far more successful.
4oD’s database currently stands at around 8.5 million and its audience includes a third of the nation’s 16-24 year olds. Only time will tell if the personalised adverts will catch on, but so far they are looking to be a great step forward