TV Ads To Target Households on Individual Streets in UK

An anonymous reader shares a report: Households on individual streets will be targeted with personalised adverts under plans being rolled out by Channel 4. The channel is to use new technology which will allow brands to tailor who sees their advert by enabling them to select a demographic within a specific location down to street level. For example, someone watching Made in Chelsea on Channel 4's streaming service could be served an ad for a fashion brand in a local outlet to them if a particular fashion trend is being discussed. Advertisers can further optimise their campaign by selecting from 26 programme genres, as well as time of day and device the show is being watched on. It forms part of a wider update to Channel 4's streaming platform that the broadcaster hopes could boost revenues by as much as $13m. The company will launch a new private marketplace enabling brands to buy advertising space directly in real-time. This will allow advertisers to amend their campaigns to respond to events, whether that be real-world events such as local weather or developments in fictional storylines within TV shows. Channel 4's new ad targeting also includes more detailed data to track whether a viewer has made a purchase after seeing an ad, as well as new viewer profiles for brands to target.

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