Couverture de CTV-01: in conversation with Alex Wright, Programmatic and Data Leader at Channel4

CTV-01: in conversation with Alex Wright, Programmatic and Data Leader at Channel4

CTV-01: in conversation with Alex Wright, Programmatic and Data Leader at Channel4

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 Episode SummaryAlex Wright explains how Channel 4 has transformed from a traditional broadcaster to a digital-first streaming platform. The conversation covers the Future 4 and Fast Forward strategies, Channel 4's public service remit, the evolution of programmatic advertising, data collaboration through clean rooms, and retail media partnerships with Nectar 360, Tesco, and Boots. Key themes include identity-protected targeting, measurement, and balancing commercial imperatives with Channel 4's mission to give voice to unheard communities.————————Episode pointsChannel 4 is a UK public service broadcaster: government-owned but advertising-funded, with a remit to champion diversity and give a platform to unheard voicesYoung, upmarket audience demographic30 million registered streaming usersFuture 4 Strategy set a target of 30% of views and revenue from digital by 2025; hit a year early in 2024Fast Forward Strategy now targets a 50-50 split (linear/digital) by 2030Hit one billion streaming views in September 2025, a week earlier than the previous yearChannel 4 describes itself as "the UK's most advanced broadcaster in programmatic CTV" -tech agnostic and available on major demand-side platforms (DV360, The Trade Desk, StackAdapt)Retail media partnerships with Nectar 360 (Sainsbury's), Tesco, and Boots using data clean room technology (InfoSum)Matching 30 million registered users with retailer loyalty data enabled 80+ retail segments for targetingMeasurement includes IP-based attribution: if an IP is exposed to an ad on Channel 4 streaming, they can measure whether that viewer visited the advertiser's website or appPropensity audiences created with Boots for longer purchase cycles (e.g., male fragrance)Currently, retail data partnerships are for endemic brands (those stocked in the relevant retailer), but non-endemic opportunities are being exploredSmart Ad Engine recently announced: uses AI to help smaller brands create TV-ready ads from limited assets, supported by human creative oversightChannel 4 has published AI principles: "AI is to be used to enhance creativity, not replace it"————————Episode Running Order00:00 — Introductions; Alex's role and Channel 4's remit as a public service broadcaster02:14 — Giving a platform to unheard voices; championing diversity04:22 — Future 4 and Fast Forward strategies; streaming growth milestones05:49 — Hitting one billion streaming views; changing viewing habits06:45 — Young audiences, flexibility, and the shift to on-demand viewing08:01 — Commercial relationships: balancing linear and VOD spend; measurement and attribution11:13 — The foundation of 30 million registered users; value exchange for viewers14:18 — Getting the balance right between viewer, advertiser, and business needs16:17 — Programmatic CTV: tech-agnostic approach and demand-side platform availability19:04 — Retail media partnerships: Nectar 360, Tesco, Boots; data clean rooms20:27 — The soft drink/retailer/broadcaster example; matching data for targeting21:25 — Custom audiences, suppression, and propensity segments24:42 — How smaller brands and non-endemic advertisers can participate29:44 — Curation, scarcity, and the importance of scale30:20 — Alex's background: joining Channel 4 in 2019 from a digital/programmatic background31:25 — UK broadcast regulation; trust and brand safety35:22 — How the VOD/digital business has become central to Channel 4's strategy35:41 — What's next: programmatic, PMP, measurement, and AI36:11 — Smart Ad Engine: AI-assisted ad creation for smaller brands37:22 — Channel 4's AI principles: enhancing creativity, not replacing it38:15 — Closing; invitation to hear Alex at the CTV event in Spring 2026———————Key Quotes"We have a government remit where we are asked to give a platform to unheard voices. It's really important that we champion diversity.""In 2020, we set ourselves a target, which we called the Future 4 Strategy, which was aiming for by 2025, 30% of all views and revenue would come from the digital side of the business. We hit that in 2024.""By 2030, we would like to be a 50-50 business. So that means 50% of revenue and views and programming comes from the Channel 4 streaming side of business.""We launched our retail offering a few years ago... first went into partnership with Sainsbury's Nectar... We could match our data with their data and just overnight immediately be offering 80 different retail segments for advertisers to target.""TV is not falling behind, it's not decreasing, it's just changing. People's viewing habits are changing.""I think it is the most regulated space in the UK... Our ads need Clearcast approval. We have to jump through a lot of hoops. And that means that advertisers feel a real trust in the environment of Channel 4.""AI is to be used to enhance creativity, not replace it. There is still the human element, the human touch."————————...
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