Channel 4 is to debut “dynamic personalised video ads” service Adapt on the 4oD on-demand service. The first client is car maker Vauxhall.

In what Channel 4 claims is a “UK media first” the ad format will allow advertisers
to serve different ads to viewers registered with Channel4.com based on their age and gender. The Vauxhall ads will target female viewers with a personality quiz and competition link, while male viewers will be served a colour palette to they can visualise the advertised car in a range of different colours.

David Amodio, digital and creative, Channel 4, said: “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.”

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