This idea is archived

Interactive Mobile Advertising on Channel 4

Provided by Channel 4 Television
This service enables anyone with a mobile phone to receive interactive content by responsding to text prompts placed on adverts.

Tell us about the Opportunity / What is it?

Clients can now run 10' pre roll ads around clips of C4 programmes on the Channel4 WAP Site. C4's mobile return path can be used as a stand alone application or added to DSat and Freeview iads. Mobile phone owners can receive interactive content by responding to a generic short code and key word - e.g. text 'SMILE' to 67777. This can be added to all other media such as press, outdoor and radio. Viewers can be sent a range of content e.g. download videos, book test drives, order brochures, locate their nearest cinema etc.

What is the Marketing Objective?

Very simple way of making your advertisement interactive, which does not rely on viewers having Sky digital to interact with them. Text prompts can be placed on any media (TV, outdoor, radio, etc.) Can be used for data gathering, vouchers, competitions, branding, extended video footage, brochures & sampling. WAP & Video - mobile portal offers bespoke options. Other ad formats on the mobile phone include sponsorship, banners and advertorials.

How does it work?

Chanel 4 service is a one-stop shop. Production, implementation, reporting and fulfilment all included. Delivers branding, info and responses via mobile phone. Platform neutral, short code works across all media.

Who's used it in the past?

Advertisers including Paramount Pictures, Ford, Potnoodle, EMI records and Emap Heat have carried pre roll ads around programme clips of Big Brother, Hollyoaks, Desperate Housewives and Peep Show. This has enabled the content to be free to the consumer.

Features / Benefits

62.5 handsets in the UK 48 million users 75% wap penetration by 2006 Service works across 2.5G and 3G networks

Guide PriceReach & FrequencyTarget AudienceMedia Types
£0 to £50kUp to 48 million mobile users in the UK.
16 - 24
25 - 34
Female
Male
AB
MOBILE
TV
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONALAll YearDIRECT RESPONSE
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