Channel 4 in the UK, has announced a brand new interactive VoD format that enables advertisers to incorporate the individual names of “All 4” viewers into the audio of their adverts, using the data from Channel 4’s 15 million registered viewers.
Foster’s, 20th Century Fox and Ronseal were the first to take advantage of audio personalisation, which was launched on “All 4” this month.
20th Century Fox’s campaign promoted the UK cinema release of Alien Covenant, with viewers seeing a clip from the film enhanced by a personalised message. Foster’s shared a pint of larger with viewers, inserting their names in, “(name) this one’s for you”; whilst Ronseal used personal messages to motivate viewers to do DIY using Ronseal products.
Developed by video technology partners Innovid, audio personalisation is the latest addition to 4Sales’ suite of interactive video ad formats, including Ad Spot; Ad Pause; Ad Bloom; Ad Elect; Ad Extend; Ad Frame; Ad Link; Ad Shop; Ad Journey and Ad 4 You. 4 Sales were behind the visually personalised 2015 TV campaigns with Coca-Cola and Burberry which saw viewers’ individual names appear on bottles of Coca-Cola and Burberry perfume.
“All 4” is an on-demand channel available on YouTube, Virgin Catch-up, iOS and Android devices, PS3, Xbox, Samsung TVs, Sky and YouView.
Channel 4 has added audio personalisation in the UK
