Channel 4 launches High Impact digital advertising experiment

Channel 4’s streaming service is set to launch an experiment to discover if fewer adverts from a single brand which are broadcast in a less cluttered advertising environment, can deliver more effective and impactful campaigns.

The High Impact digital advertising experiment marks the first of its kind in the UK, after NBCU’s SVOD platform Peacock in the US carried out a similar experiment which over the last two years has been a huge success and has since been rolled out across the whole of NBCU’s advertising network.

The trial will determine whether high impact campaigns, delivering a lower frequency of adverts, can deliver more cut through with viewers.

Advertisers taking part in the trial will be encouraged to test a range of new innovative advertising products including dynamic adverts with greater interactivity.

Approximately 30 brands will be involved, including Lloyds Banking Group, Boots, John Lewis, Domino’s and Toyota taking part in the 12-week trial.

Channel 4 has commissioned research agency, BRDC, to undertake research during the experiment which is due to begin shortly.

Commenting on the project, Channel 4’s head of commercial innovation and partners, Jonathan Lewis said, “Improving the advertising experience on our streaming platform is critical to future growth both from a viewer and advertiser perspective.”

“We are always looking to evolve our AV planning, and Channel 4 is stepping into new territory through this experiment. The link between ad experience and efficacy of broadcaster on-demand advertising is so topical and Channel 4 taking the initiative in this space is great to see,” added Richard Warren, director, marketing communications, Lloyds Banking Group.