Channel 4 launches new UK-exclusive content discovery campaign
Channel 4 today launched a new UK-exclusive campaign on Spotify, the world’s most popular audio streaming service, to help boost digital viewership and reach younger audiences.
Using Spotify’s unique streaming intelligence, Channel 4 Streamland will provide Spotify users with an interactive in-app experience, which generates five personalised recommendations of hit shows a user might want to watch – from It’s a Sin, to Misfits, to Friday Night Dinner – all based upon their music tastes and listening habits.
Within Streamland, Spotify listeners will also get to listen to audio voice notes from broadcaster and Channel 4 talent, Nick Grimshaw, and emerging artists including Miraa May and Mae Stephens, as well as access promotional content and personalised playlists based on their recommended shows.
This mobile only experience on Spotify, which has more than 515 million monthly active users globally, enhances Channel 4’s drive to reach younger audiences where they’re spending their time. It forms part of the Channel’s brand transformation which will see its successful streaming service ‘All 4’ change to ‘Channel 4’ as Channel 4 becomes the first UK broadcaster to adopt one brand identity across all its digital and linear channels.
On Spotify, Channel 4 will benefit from a multi-format approach including:
- Call-to-Action Cards, Spotify’s interactive, visual ad format, to tease the Streamland experience to listeners at scale as they stream podcasts and introduce them to relevant Channel 4 show recommendations in that moment
- Podcast Host-Reads from The Receipts, Jaackmaate’s Happy Hour and The Fellas to provide users with personalised anecdotes on finding content with Streamland
- Audio Mobile to target the Channel 4 audience at scale with creative audio spots featuring different TV genres to prompt conversations amongst the audience
- Mobile Display that features hero key shows and drives people to the Streamland experience
Channel 4’s media agency, OMD UK, brokered and secured the collaboration between the broadcaster and Spotify. The agency managed the process which sees Channel 4 use a range of Spotify’s rich ad formats to drive listeners to the branded in-app experience Streamland.
With a hyper targeted audience approach and various click through opportunities for continued engagement and discovery, Spotify’s range of innovative ad technology, branded in-app experience and data-led content discovery has provided Channel 4 with the opportunity to create a new and completely unique experience, intended to showcase the breadth and depth of Channel 4’s content.
Starting today, Channel 4 Streamland will be available to Spotify users for an initial period of six months, with Channel 4 updating the branded in-app experience monthly with its latest shows to keep the experience fresh for Spotify listeners.
Amber Kirby, Marketing Director, Channel 4 said: “Channel 4 Streamland will help new audiences to discover more of Channel 4’s extensive streaming library of new and archive shows, connecting them with content they didn’t know they’d love through the music they already do. Both Channel 4 and Spotify have a rich history of using innovation and technology to find exciting ways to do big things, so it’s fitting that we’ve collaborated to create a unique solution to content discovery exclusive to the UK.”
Ed Couchman, Head of Northern Europe Sales, Spotify, says: “We’re excited to help Channel 4 reach their key audiences on Spotify. With such a fun and interactive digital experience, Spotify listeners can discover the incredible range of engaging content offered by Channel 4. At Spotify, we’re focused on personalisation, discovery and interactivity, and this latest campaign shows what’s possible with streaming audio. Channel 4 Streamland leverages creativity, talent and our unique streaming intelligence to create a unique and engaging experience for listeners within Streamland where they can discover their next favourite TV show or film.”