UK terrestrial Broadcaster Channel 4 have launched “dynamic personalised video ads” on its 4oD (4 On Demand) platform, with car manufacturer Vauxhall as its the first big partner. The companies new digital ad division, Adapt, will serve personalised ads to viewers based on their gender and age collected via the sign-up process. The first video ads from Vauxhall will target male viewers with a colour chart so they can visualise the featured car (the ‘Adam’) in the colour of their choice. Female viewers will be served a quiz and a competition link.

The station currently reaches one in three of the UK’s 16-24 year olds and has an impressive database of 8.5 Million.

Channel 4   4oD

David Amodio, Digital and Creative lead at Channel 4 said of the initiative:

This is great example of Channel 4 bringing together our viewer data strategy alongside our innovative suite of 4oD ad formats to offer advertisers the chance to target the right audiences with impactful and engaging creative.

Andy Freeman, Head of Digital & Relationship Marketing at Vauxhall commented:

Our approach at Vauxhall is to embrace fresh thinking in all that we do, and to be a leader in the digital space in particular. This campaign underlines that approach and Channel 4’s Adapt offering was the ideal solution to help us achieve this. We know that VOD is a very important channel to reach our target consumer, but we want to ensure that the content we serve to audiences is as relevant as it can be.

The 4oD service is available online at as well as through Sky, BT Vision, Freesat, Virgin, some Connected TVs, YouTube, PS3, XBox and iOs and Android smartphones and tablets. It offers a wide variety of programmes recently shown on Channel 4, E4, More4, Film4 or from their extensive archive. The broadcaster has been responsible for some of the most innovative programming in the UK for the past 30 years with shows like Shameless, Skins, Wife Swap, Derren Brown, The IT Crowd and The Inbetweeners.