Channel 4 partners with five purchasing platforms to enhance VOD growth

Channel 4 just announced some big news – they’ve partnered with five major buying platforms to bring their VOD-ad-inventory to a whole new level. This means that brands now have even more opportunities to reach audiences in real-time across all of Channel 4’s programs.

Thanks to deals with Amazon Ads, FreeWheel, Hawk, PubMatic, and Yahoo DSP, advertisers can now access Channel 4’s inventory like never before. On top of that, these partnerships were orchestrated by Omnicom, representing a significant milestone in Channel 4’s strategy to make advertising more accessible.

It’s important to note that all campaigns will meet Clearcast guidelines and Channel 4’s own standards for creativity and ethics. Plus, following a recent collaboration with Google Display & Video 360, Google Audiences will now be integrated into Channel 4’s inventory as well.

Excitingly, the Amazon DSP deal is set to launch in Q3, giving global advertisers the chance to buy ad space on Channel 4 alongside other popular CTV streaming services. And with Channel 4’s inventory now available on FreeWheel Buyer Cloud, advertisers can tap into high-quality audiences and content more easily than ever.

The partnership with PubMatic Activate further streamlines the process, allowing advertisers to activate premium marketplace deals in real-time. Yahoo DSP is also on the horizon, offering advertisers the opportunity to run campaigns alongside big streaming players like Netflix and Disney+.

Hawk DSP, from the Azerion company, is another key player in the mix, enabling programmatic activation across all of Channel 4’s programs. Chief Commercial Officer Rak Patel expressed Channel 4’s commitment to meeting market demand by providing increased flexibility and scale in programmatic advertising. These collaborations are a testament to Channel 4’s dedication to innovation and making advertising campaigns impactful and effective.

This is big news for anyone looking to advertise on Channel 4 – these partnerships are making it easier and more efficient to reach audiences in meaningful ways.