Channel 4 has introduced ‘social login’ technology on its website in a bid to improve personalisation for viewers and offer more targetting options for its advertisers.
The technology, from Janrain, has been implemented as Channel4’s registration system, allowing viewers to register and log in on the Channel 4 website directly and using their preferred social media profiles, in exchange for a ‘more relevant and engaging user experience across all of its brands’.
In recent research, Janrain established that 85% of UK consumers would like social login to be offered as an alternative when registering for sites over the standard web registration process.
In addition, once the viewer has signed on using the Janrain technology, they have access to all Channel 4’s digital content that sits behind the secure sign-in wall, allowing for movement between programmes, content and devices.
“Organisations are recognising that in order to truly put the customer at the heart of the business, they have to find a way of offering highly relevant and engaging content,” says Russell Loarridge, European Sales Director, Janrain. “Extrapolating what customers want based upon basic profile information will no longer be enough as digital content becomes increasingly personalised.”
The Janrain technology now feeds into Channel 4’s CRM database, its data management platform and will help the broadcaster further enhance its TV and digital content.
The registration solution and social login was first used on Channel 4’s popular Million Pound Drop during September. An average of 96,000 unique users played along online per episode that series.
“Through registration, our audience gain a deeper, more rewarding viewing experience as they watch the show live with the benefits of the interactive experience –and in turn, via the social login information, we have a greater insight into our audience which in turn informs our viewer engagement strategy.” says Steve Forde, Head of Viewer Relationship Management at Channel 4.
Russell Loarridge, European Sales Director, Janrain, comments, “We are absolutely delighted to be part of Channel 4’s vision to put the customer at the heart of the business and have welcomed working with a great team at Channel 4 who have such clarity of vision.”