Channel 4 is ramping up its audience targeting capabilities in a bid to attract more advertisers to its websites.
The broadcaster is enticing viewers to enter their preferences in exchange for exclusive online shows, with the data added to a central database for managing viewer information.
Steve Forde, a digital marketing specialist at Channel 4, is moving to become head of viewer relationship management.
Forde’s job will be to raise the number of registered Channel 4 viewers and the volume of their interactions, be they on Facebook, Twitter, an e-mail to a show or logging in to view content
Director of Audience Technologies and Insights Gill Whitehead, said, “As Channel 4 understands more of our audience and their behaviours and preferences, we will move to harness this insight to deliver superior innovation both to advertisers and to viewers.
“Specialists in viewer relationship management and data planning and analytics will bring new skills to the organisation, putting us ahead of the competition in developing our relationship with viewers,” she added.