external sources, but this will be with carefully chosen partners that won’t expose their viewers to the prospect of re-targeting by a third party. They also have a legal obligation to be GDPR compliant. “A big factor here is trust. Many broadcasters are trusted brands that have been part of people’s lives for years, and they can make other digital video platforms such as social media look like the Wild West.” Transparency is key, believes Chris Kleinschmidt, VP of connected TV advertising sales at Xperi. “Users interested in how personalised recommendations work shouldn’t have a hard time finding out, and platforms now provide choices for managing personalisation preferences, providing users with greater control over their digital footprint. Explaining why certain content is being promoted – whether this is because it’s a trending show or purely based on users’ personal data – can also help users understand the advantages of personalisation.” For João Tocha, CEO of Digital Azul, it is a matter of education in schools and in society at large about how the media works. “We need to create a better understanding of how and why content reaches us, how
Channel 4 Channel 4 (C4), which runs the UK’s largest free streaming service, alongside 11 television channels, has integrated Think Analytics’ tailored content discovery software Think360 with its customer engagement platform, enabling content recommendations to be personalised to a user. This has enabled C4 to target viewers one-to-one, using real-time behavioural data to maximise open, relevant and personalised recommendations and thus increase streaming growth and loyalty. C4 also deploys Think360 to personalise the presentation of various rails across the user interface, combining editorially curated content with personalised recommendations. “We have been able to drive significant growth in streaming uptake through a conversion and click- through rates, deliver
combination of editorial and AI-powered curation,” says Dave Cameron, C4’s former chief product officer. Another tech partnership has seen C4 using data from Acxiom Infobase to gain insights into the lifestyle, demographics and purchasing behaviours of its 29 million subscribers, creating roughly 150 highly targeted audience segments that can then be matched to the profile of advertising brands. This has enabled C4 to increase the accuracy of audience targeting, ensuring households see content more relevant to the products and services most likely to interest them. “Channel 4 has significantly enhanced the user experience, while advertisers have seen an improved performance in campaigns and a maximised
ROI,” explains Acxiom’s business development director, Andrew Hooper.
STAY TUNED Think360’s content discovery platform helps users find the shows they love while also increasing watch time
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