We’re used to seeing elements of personalisation in brand communication. An email saying happy birthday, for instance, or a targeted ad promoting something you were just eyeing up online.
But what about an advert featuring your face or someone you know?
Sarah Rose is Director of Consumer Insights at Channel 4. I caught up with her to discuss all things personalisation.
It’s an incredibly exciting time to be working in TV, and Rose gave me some insight into emerging trends amongst audiences, as well as the work the company is doing to curate its content for users.
It’s okay, Sherlock’s finished now. It’s safe to come back on the internet again.
The whole of the UK crowded around the television set at 8:30pm Sunday night to watch the finale of the contemporised sleuth’s current run.
Not since that final episode of To the Manor Born or that time when Paul Gascoigne cried during a world cup semi-final has the whole of the nation watched ‘event television’ in such a shared manner.
Except we didn’t. We don’t have to do that anymore. Watching a regular television programme at a set time every week just doesn’t suit most of our lifestyles.
‘Punch’ is the part of the Festival of Marketing that celebrates creativity, and few organisations can be said to be as creative as Channel 4.
In fact it’s within the broadcaster’s official remit to be innovative and distinctive while also developing new talent.
C4 is state owned, but it doesn’t receive any taxpayer’s money and remains a not-for-profit organisation. Therefore all of its revenue is ploughed back into making new programmes.
And at Punch this afternoon C4’s chief marketing and communications officer Dan Brooke gave a peak under the hood of some of its recent marketing campaigns, which are also geared towards fulfilling its innovative and risk-taking mantra.