Tag: Channel 4

Channel 4 enhances advertisers’ impact through landmark streaming ad innovations

Stuart Mitchell

Channel 4 is cementing its leadership in commercial and advertising innovation around streaming, unveiling the results of a UK-first public trial with 15 brands on new streaming ad formats which deliver an 81% boost in long-term brand recall.   The trial, with registered Channel 4 streaming users, explored whether different ad formats such as solus takeovers and reduced ad loads can optimise effectiveness. Following the success of the trial Channel 4 today also confirms its intention to offer the ad formats to the market next year. Earlier this year, Channel 4…

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4creative campaign tees up climate change programming with carbon skid marks

Stuart Mitchell

Channel 4’s in-house creative agency 4creative has launched a striking campaign for Channel 4’s Change Climate season featuring the business and political elite as you’ve never seen them before – in their carbon skid marked underpants. The campaign builds upon the premise that historically individuals have been at the centre of focus when it comes to making behavioural changes to reduce their carbon footprint. This bold film calls out the actions and inactions of those in positions of power such as politicians and the CEOs of big businesses, questioning the…

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Five Black-owned businesses secure half a million pounds worth of Channel 4 advertising airtime and tailored business advice from Lloyds Bank

Stuart Mitchell

Channel 4 and Lloyds Bank have revealed the five Black-owned companies which will benefit from business support and free TV advertising as part of their Black In Business initiative. In addition to receiving £100,000 worth of airtime, each of the five business owners will also have a TV advert made for them and six months of tailored marketing and business support from Channel 4, Lloyds Bank and social enterprise, DOES. The initiative offers support to small businesses new to TV advertising and comes after research commissioned by Channel 4’s commercial…

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Channel 4’s 2023 Diversity in Advertising Award challenges UK advertisers on portrayal of LGBTQIA+ communities

Stuart Mitchell

Channel 4’s £1m Diversity in Advertising Award 2023 will challenge the advertising industry to address the lack of authentic representation of LGBTQIA+ communities in TV advertising across the UK. New industry-leading insight commissioned by Channel 4 and 4Sales has shown that brands have actively stepped back from portraying LGBTQIA+ communities, becoming apprehensive about promoting campaigns such as Pride through fear of backlash. The award challenges brands to authentically reflect the under-represented by being bold and ‘Proud All Over’, a nod to the broadcaster’s ongoing Pride campaign which shines a light…

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Channel 4 Announces The Sean Lock Comedy Award

Stuart Mitchell

Channel 4 has announced The Sean Lock Comedy Award, which will showcase talented new writers and performers who embody the alternative comedic spirit of Sean and Channel 4.  The recipient of the award will be given a unique opportunity to kickstart their career in TV comedy and will receive £5,000 to support their live work as well as a script commission from Channel 4’s comedy team, writer shadowing on Channel 4’s comedy entertainment shows and a £1,000 commission to write a script for Channel 4’s digital strand. They will also receive support…

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