C4 Tests New 'Contextual Moments' with BDRC

In the UK, TV broadcaster Channel 4 (C4) has been working with consumer insight firm BDRC Continental to lab test new AI driven TV advertising technology, allowing a broadcaster to place a brand's ads next to relevant scenes in a linear TV show.

The new 'Contextual Moments' technology automatically identifies scenarios within a programme that present contextual opportunities for advertisers. For example, a character in a show might be seen with a cup of tea and this scene may appeal to a tea brand whose ad would then be placed in the following break. This use of AI from Channel 4's Data Science team combines both audio and visual data to automatically identify prominent, positive moments within a show.

C4's work with recently acquired BDRC simulates a real viewing experience to understand the effectiveness of Contextual Moments. Nine different brands' adverts were placed throughout three different programmes and tested across six different test/control groups made up of more than 1800 viewers. Viewers were shown the brand ads in a regular TV placement, or in a a Contextual Moments placement, or were not exposed to the brand ads at all. All viewers were interviewed after watching one programme via an online feed. Results revealed improved brand performance metrics from the contextualised ads, including uplifts in spontaneous awareness (+34%) as well as positive brand perception (+12%) and purchase intent (+13%).

Jonathan Allan (pictured), C4's Chief Commercial Officer, Channel 4, comments: '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. 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'.

Web sites: www.channel4.co.uk and www.bdrc-group.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.