Saturday 20 January 2018

Channel 4 to call you by name with personalised adverts

By Sherna Noah

The format will debut on Channel 4′s All 4 catch-up service.

Channel 4 is launching personalised TV adverts which will call viewers by name.

The format will debut on Channel 4′s All 4 catch-up service.

20th Century Fox, Foster’s and Ronseal will be the first brands to launch the adverts, with campaigns kicking off this month.

As part of film studio 20th Century Fox’s campaign to promote the cinema release of Alien: Covenant, All 4 viewers will see a clip from the movie with a personalised message.

David Amodio, Channel 4′s digital and creative leader, called the adverts “ground breaking”.

“The most attention grabbing word for anyone to hear is without doubt one’s own name, so to be able to offer advertisers the chance to speak directly to our millions of viewers is not just unique, but an immensely powerful marketing tool,” he said.

The adverts draw the names from Channel 4′s viewer database.

Viewers have to opt in and will only ever see their own name.

Channel 4 has previously used names visually, with TV campaigns for Coca-Cola featuring the names of viewers.

Press Association

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