Channel 4’s commercial department, 4Sales, has entered a data partnership with Sainsbury’s Nectar loyalty initiative to “revolutionise” ad targeting on the broadcaster’s streaming platform, All 4.
The news comes a day after ITV announced a retail media collaboration with Boots Media Group and Tesco’s customer data partner Dunnhumby, to boost VOD targeting by using loyalty card data.
The Channel 4 Nectar partnership will enable FMCG brands to better tailor their advertisements to All 4 viewers by analysing consumer habits at Sainsbury’s physical and online stores.
PepsiCo-owned brands Walkers Baked and Pepsi Max, advertisers McCain and L’Oreal, and buying agencies OMD, PHD and Essence, have all agreed to partake as ‘test partners’ for the scheme before the initiative is fully rolled out to the wider market.
Channel 4 and Nectar360 will let advertisers measure the efficiency of their ads and give brands data figures attributed to ad exposure and sales.
Subscribe to Marketing Beat for free
Sign up here to get the data marketing news sent straight to your inbox each morning
“This partnership is another example of 4Sales’ dedication to offering market-leading addressable advertising innovation,” Channel 4 head of commercial innovation, Jonathan Lewis, said.
“Strategic partnerships like this collaboration with Nectar360, are a key pillar in our Future4 strategy, which is driving Channel 4’s transformation into a digital-first PSB while retaining its distinctive brand and public service impact.
“By being able to better target viewers, we hope to improve the effectiveness of our advertising partners’ brand campaigns whilst offering All 4 users a more tailored advertising experience.”
The agreed collaboration intends to increase efficiency and ROI for brands marketing through the partnership.
Nectar360 director Amir Rasekh added: “Our partnership with Channel 4 allows us to further our ambitions to grow our digital retail media proposition. This creates value for our customers through highly targeted relevant advertising, and our brands through creating new ways for them to reach in market customers for their products.
The news comes months after Sainsbury’s clothing brand Tu and creative agency New Commercial Arts unveiled their first ad campaign together.
