×
You will be redirected back to your article in seconds

‘Alien Covenant’ to Get Pioneering Audio-Personalized TV Ads in U.K.

20th Century Fox will be one of the first companies to try out a new advertising technology being launched this month by U.K. broadcaster Channel 4. The new interactive VOD format allows advertisers to personalize their audio for users of Channel 4’s on-demand service All 4. 

In a first, advertisers will be able to include the names of individual All 4 users within the audio of their marketing campaigns. Channel 4 said Thursday that the first audio-personalized, targeted digital campaigns would launch on All 4 this month. The innovation uses first-party data from the broadcaster’s registered viewer database of 15 million U.K. viewers.

“We’re incredibly excited to offer the market something completely ground-breaking,” said David Amodio, Channel 4’s digital and creative leader. “The most attention-grabbing word for anyone to hear is without doubt one’s own name, so to be able to offer advertisers the chance to speak directly to our millions of viewers is not just unique but an immensely powerful marketing tool.”

Fox will utilize the new offering in its campaign for the U.K. release of Ridley Scott’s “Alien Covenant,” which opens in the U.K. on May 12. All 4 users will see a clip from the latest entry in the long-running horror franchise, enhanced by a personalized message.

“We are delighted to be the first to use this new technology,” said Chris Green, marketing director at 20th Century Fox. “The audio personalization complements and enhances the alien footage perfectly.”

Other advertising launch partners on Channel 4’s pioneering technology include Foster’s beer and U.K. home improvement-product manufacturer Ronseal. The audio-personalization technology was developed for Channel 4 by video technology partners Innovid.

Popular on Variety

More Digital

  • Sonos Spotify partnership

    Sonos Speakers Get Free Spotify Streaming

    Sonos owners just got access to another source for free music: The smart speaker maker has struck a deal with Spotify to stream Spotify’s free tier to its users, both companies announced Tuesday. Free Spotify streams are going live on Sonos devices with the latest Sonos software update, which also includes an updated version of [...]

  • looking glass display

    Looking Glass Factory Unveils 8K Holographic Display

    Holographic display hardware startup Looking Glass Factory unveiled its first real product Tuesday: the Looking Glass 8K Immersive Display aims to provide companies with a way to view 3D assets as holograms, without the need to use VR headsets. The product is being sold into the enterprise market, but the company also has plans to [...]

  • Star Wars The Mandalorian

    Why Wall Street Is Feeling Bullish as Disney Plus Blasts Off

    Bob Iger has presided over many launches during his 14 years as Disney CEO: a theme park in Shanghai, state-of-the-art cruise ships, “Star Wars”- and “Avatar”-themed immersive attractions and even a cinematic universe requiring billions of dollars of investment in Marvel movies. But nothing in his tenure has drawn the level of scrutiny that has [...]

  • Worldwide XR roster

    Team Behind Digital James Dean Forms New Company to Resurrect Other Legends (EXCLUSIVE)

    The team that helped resurrect James Dean with visual effects for an upcoming Vietnam war movie isn’t done creating digital versions of famous actors and other celebrities: Intellectual property licensing specialist CMG Worldwide has merged with immersive content creation studio Observe Media to form Worldwide XR, a new company that aims to bring digital humans [...]

  • iHeartRadio Podcast Awards 2020

    iHeartRadio Podcast Awards 2020 Nominees Announced (EXCLUSIVE)

    iHeartMedia announced nominees for the 2020 iHeartRadio Podcast Awards, which return for a second run next January to honor the most entertaining and innovative podcasts of the year across 30 categories. The 10 podcasts nominated for Podcast of the Year are the New York Times’ “The Daily,” “The Joe Rogan Experience,” “Stuff You Should Know,” [...]

More From Our Brands

Access exclusive content