Vauxhall is one of the first brands to sign up to Channel 4’s new ad product, which offers advertisers the opportunity to show different advertisements based on what a consumer has seen or interacted with.
‘Ad Journey’ uses Channel 4’s viewer data also allows advertisers to serve different creative based on whether a user is an existing customer, using data already held by the brand, says Marketing Week today.
Chris Hawken, brand marketing director at Vauxhall, said: “The new development from Channel 4 delivers a valuable method of introducing Vauxhall OnStar to our audience via our TVC whilst enabling us to subsequently add layers of context, developing the same viewers’ understanding of the various benefits that Vauxhall OnStar can bring to their day to day living.”
“It’s essentially a re-targeting product. In the display world it’s quite old hat, but what we’ve been able to do is bring it to video,” Channel 4’s digital and creative leader David Amodio told Marketing Week.
Vauxhall will be using Ad Journey next month as part of a UK launch campaign.
Amodio says the technology offers brands an opportunity to have an in-depth conversation with audiences instead of blind targeting.
“If an advertiser buys a demographic audience and targets 16 to 34 year-old men, the message should be bespoke to how they have previously interacted with the brand and how engaged they’ve been,” he said.
The technology is initially launching online, but will in time rolled out across mobile.
The initiative is part of Channel 4’s broader data strategy, which started collecting data back in 2011.
“We initially launched demographic and interest targeting, and then brought out a programmatic platform. Throughout all of that we created interactive ways of using advertisers’ data. This product is a continuation of the segment in a different way,” he said.