en.Wedoany.com Reported - Channel 4 has partnered with consumer and market intelligence agency CACI to launch a suite of geospatial intelligence-based audience targeting tools, designed to help advertisers more precisely reach high-value audiences (high-net-worth households and interest groups) and coverage areas (campaigns based on drive time, radius, and location).
The tool integrates CACI's geospatial analysis capabilities with the Acorn data segmentation system. Acorn is a classification system covering all UK households and postcodes, describing consumer behavior and preferences based on over 800 variables. Through this new geographic mapping tool, advertisers can identify high-performance postcode areas that align with brand or campaign key performance indicators, and plan and execute highly targeted advertising campaigns based on conditions such as drive time, radius, and location.
David Amodio, Head of Sales at Channel 4, stated that through the partnership with CACI, Channel 4 has created the most sophisticated geographic mapping tool on the market, enabling advertisers to run advanced postcode-level campaigns and get closer to previously hard-to-reach audiences. Cara Bramwell, Director of Consumer Insights at CACI, noted that against the backdrop of streaming service growth driving targeted advertising, this technology combines CACI's extensive insights into UK consumers with Channel 4's reach, creating significant opportunities for advertisers. It is revolutionizing the industry, enabling a hyper-targeted approach and supporting more effective campaigns.
Marsha Riley, Marketing Director at Nuffield Health, one of the test partners, said that with this tool, the company was able to use postcode and audience data to fine-tune campaigns, focusing only on areas covered by its gyms. This enabled precise campaigns by reducing waste while optimizing budgets. She expressed pride in being one of the first clients to use the tool and noted that they have already seen benefits.
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