Challenge
MTM was tasked by Channel 4 with developing a privacy-first, cost-efficient approach to measuring effectiveness, that enables us to survey an exposed audience who are very difficult to identify ‘in the wild’. Focus recently has been on their Advanced Targeting Products (e.g. BRANDM4TCH uses 2nd party data from advertisers to address priority audiences; interest-based targeting uses a modelled segmentation).
Approach
We run brand uplift surveys where we compare perceptions of the advertiser brand between those exposed to a campaign and a control group, who haven’t been exposed. To identify and send surveys to the exposed audience, we use InfoSum to create a data match between Channel 4’s on demand users and research panellists.
Outcome
We’ve tested over 20 campaigns over the last couple of years and the research continues to demonstrate the power of digital advertising on Channel 4’s on demand platform and, in particular, their 2nd party targeting (BRANDM4TCH). Previous projects have seen MTM supporting Channel 4’s innovations since the launch of demographic targeting in 2013: award-winning research which supported Channel 4 in smashing sales targets.
