Channel 4 uses Acxiom’s InfoBase® data to optimise advertising on their streaming platform

Boosting Advertising Strategy with Acxiom and InfoBase Data

Channel 4 has 29 million registered users matched with InfoBase to create approximately 150 segments. InfoBase is Acxiom’s anonymised data solution, offering insight across all UK addresses. It provides a rich source of marketing intelligence into segments and cohorts of individuals, while robustly protecting the identity of people.

The combination of the variety of segments, the scale of Channel 4, and the premium environment on the broadcaster’s video on demand (BVOD) platform creates a strong and attractive offering to advertisers called ‘Approved’. This product allows the broadcaster to offer more granular and specific targeting to its advertisers, which are offered as high yielding audience packages on Channel 4.

In 2021 and 2022, the broadcaster worked with MTM to conduct brand effectiveness studies against ‘Approved’ audience buys on ‘Approved’ campaigns for three companies. The studies revealed a significant increase in spontaneous brand awareness, recognition of the advertisement, and consideration of the advertiser brand among the exposed audience compared to the control audience.