We use cookies to provide you with a better experience. If you continue to use this site, we'll assume you're happy with this. Alternatively, click here to find out how to manage these cookies

hide cookie message
80,259 News Articles

Channel 4 to build bespoke CRM database

Broadcaster's new ways of boosting revenues during global ad spend slump

Channel 4 is investing in the creation of a multimillion pound bespoke database of customer relationship management (CRM) data, in order to boost advertising revenues from online content including on Twitter and Facebook.

The broadcaster believes online content campaigns via social media and targeted emails, can generate the specific viewers that advertisers are demanding for their brand messages.

Gill Whitehead, director of audience technologies at the broadcaster, said that Channel 4's data strategy would create "deeper relationships with viewers", and in turn generate bigger audiences for its programming and change the sale of advertising around content.

Instead of charging viewers to view online content, Channel 4 wants them to register to view programmes and clips and sell their targeted participation to advertisers, according to an analysis from the Financial Times.

The broadcaster has not said what technology it is using for the database or if it has outsourced the work. But recent senior management appointments to its "audience technologies and insights division" include technology experts to drive the strategy. Sanjeevan Bala - formerly at Tesco, eBay and BSkyB - will be head of data planning and analytics; and Steve Forde, Channel 4's head of digital marketing, will become head of viewer relationship management.

Now read: Ad networks fail to live up to tracking pledges

IDG UK Sites

Acer Aspire R11 review: Hands-on with the 360 laptop and tablet convertible

IDG UK Sites

Apple Watch release day: Twitter reacts

IDG UK Sites

See how Framestore created a shape-shifting, oil and metal based creature for Shell

IDG UK Sites

Apple Watch buying guide, price list & where to buy today: Which Apple Watch model, size, material,?......