Matching 1st and 2nd party data to prove digital advertising effectiveness for Channel 4
Matching 1st and 2nd party data to prove digital advertising effectiveness for Channel 4
Services:
CHALLENGE
Channel 4 needed a privacy-first, cost-efficient way to prove the effectiveness of its advanced targeting products available on its broadcaster video on demand (BVOD) platform. This includes BRANDM4TCH, which uses 2nd-party data from advertisers to reach their priority audiences, and interest-based targeting, which uses a modelled segmentation.
Our core challenge was finding a way to identify and survey viewers exposed to ad campaigns while navigating restrictions that prevented personal data sharing between Channel 4 and survey respondents.
APPROACH
MTM designed a data match methodology built on InfoSum's data clean room technology that connects Channel 4's on-demand viewing data with MTM's research panellists while protecting personal information. This makes it possible to identify who was genuinely exposed to a specific campaign and route a brand uplift survey to them.
Survey results are compared with results from a control group unexposed to the campaign – meaning Channel 4 can directly attribute uplifts in brand recognition to the advertising itself.
IMPACT
MTM has tested over 20 campaigns for Channel 4 using this data match approach. The research has continued to demonstrate the effectiveness of BVOD advertising and BRANDM4TCH's 2nd-party targeting tools, giving Channel 4 a repeatable, privacy-compliant measurement framework and evidence-led proof points for advertiser and agency conversations.
Our primary objective was to encourage advertisers to trial the new suite of data products and build case studies to help us scale the business. Having the hook of robust insight was the key to engaging advertisers and agencies and to help us develop a compelling narrative for future commercial growth. The insight has attracted a significant number of advertisers and has made converting them into buyers a far smoother process. Even in the middle of a worldwide pandemic we are on track to hit our original target of £1m against the product by year end.”
David Amodio
Deputy Head of Digital & Innovation, Channel 4
In focus at mtm
