Channel 4 predicts that within two years as much as 50 per cent its advertising inventory on VoD (video-on-demand) will be traded based on demographically targeted information.
Currently, around 15 per cent of its VoD ad sales are ‘big data-enhanced’. The statistics were shared in a new paper from GfK looking at how the broadcast industry is harnessing data.
Sanjeevan Bala, head of data planning and analytics at Channel 4, said that these changes have resulted in “incremental revenue of between 30 per cent to 55 per cent depending on the ad product, compared to current VoD prices.”
The GfK report found Read full story ›
Source: The Drum
Industry News