FEATURE10 February 2020

Channelling difference

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Features Impact Media UK

Advertising budgets are being squeezed, but Channel 4 is using extensive research tools to demonstrate the benefits and innovative opportunities associated with advertising on its channel. By Katie McQuater

There is something distinctly on-brand about walking into Channel 4’s Victoria headquarters, past the iconic ‘4’, to meet Martin Greenbank, the broadcaster’s head of advertising research and development. We are on comfy couches in a central, glass-walled office and it ...