Channel 4 Launches Dynamic TV

Channel 4 has launched Dynamic TV - a new ad innovation which enables potentially thousands of variations of data-driven creative to be served across big screen devices like smart TVs for the first time, as well as on mobile and desktop VoD platforms.

In a first for the UK and European advertising market, Dynamic TV will allow launch partners Boots and Suzuki to leverage first-party data from Channel 4’s over 18 million registered viewers to deliver ads based on location, weather, time of day, date and demographics.

Boots' campaign for No 7 Line Correcting Booster Serum will launch in January targeting ABC1 women. The targeted ad will show users where their nearest Boots store is. Suzuki's campaign for the Suzuki Swift is launching in February and will show viewers the brand-new Swift campaign and highlight their nearest Suzuki dealership.

David Amodio, digital and creative leader, 4Sales said: "Dynamic TV is undoubtedly one of the most exciting ad products we’ve been able to launch at Channel 4. We've seen an increased demand from clients and agency partners for big screen inventory and the fact that we’re now able to deliver data informed creative across these platforms adds a layer of relevance that’s previously been restricted to desktop and mobile platforms. It's no surprise that we’re already seeing a huge demand for this product and we look forward to seeing how the product performs."

Dynamic TV was developed with Channel 4's video technology partner, Innovid, who have created the first solution to allow for multiple dynamic uses across an array of digital devices including smart TVs, gaming consoles and more.