UK’s Channel 4 is to launch an eBay-style digital marketplace for advertisers to buy commercials on its VoD service. It claims it is the first in Europe to introduce programmatic buying – which will allow advertisers to better target specific audiences on its All 4 service.

All 4 is the new online hub for its TV channels and video on demand, or cloud TV,  which will launch next year, replacing the eight-year-old 4oD platform.

The Advertising Association forecasting growth of almost a third next year to £210 million (€270m) for ads sold on VoD.

Channel 4 has also built up a database of 11.5 million viewers who have registered their information, which the broadcaster will use to help advertisers better target their ad campaigns.

Channel 4 says viewing of 4oD has grown 28 per cent year-on-year so far in 2014. The first brands to try the targeted advertising service, which allows advertisers to target specific Channel 4 audiences based on interests such as gadgets or food, include Rightmove, Baileys and Proctor & Gamble.

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