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Channel 4 seeks advertising partners to test AI advertising


Channel 4 has revealed the world’s first AI-driven television advertising technology.

It means the broadcaster can place a brand’s ads next to relevant scenes in a linear show.

Now it’s looking for advertising partners to test the innovation live on linear TV later this year.

Contextual Moments automatically identifies unique scenarios within a programme that present valuable contextual opportunities for advertisers. It uses the example of a character in a show drinking a cup of tea, which may appeal to a tea brand, whose ad is then placed in the following break.

Advertisers would be able to buy bundles of these “contextual moments” under categories such as food, relationships or mobile phones.

“Our pioneering ad tech provides an exciting opportunity for advertisers to test a global first in linear TV ad targeting which we know delivers strong results,” explained Jonathan Allan, chief commercial officer, Channel 4.

“Our ‘Contextual Moments’ trial offers advertisers the ability to buy bundles of relevant advertising within a quality and safe broadcast environment for the first time ever.”

Research from Channel 4 and BDRC Continental suggests that viewers are twice as likely to remember an advert when it’s viewed contextually.

Effectiveness results from the live trial will be presented to industry later this year.

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