Channel 4 Sales launched Enhance in June 2026, the broadcaster’s new suite of CTV streaming ad formats. Enhance amplifies advertisers’ existing TV ads with a range of creative formats and dynamic targeting capabilities; each creative format is designed to deliver against clear KPIs and shine a spotlight on key campaign messages. Advertisers can build on creative they already own instead of needing to produce a separate ad.

The service, managed by Channel 4, combines media placement, creative adaptation, Clearcast clearance and delivery in one process. Channel 4 collaborates with the advertiser and agency throughout the process, with the advertiser retaining full approval of the final ad.

Four formats built from an existing ad

Enhance currently offers four formats:

• Location-based messaging shows a viewer’s local store or dealership
• QR code directs viewers to a brand’s chosen online destination
• Countdown creative builds anticipation for a launch, promotion or event as it approaches
• Retail product carousel highlights key products featured within the existing TV ad or showcases a brand’s wider range.

The production process is designed to be simple for advertisers. The advertiser or agency chooses the creative format and supplies an approved TV ad and the assets needed for that version. A QR-code campaign, for example, requires the destination URL, brand colours and call-to-action text, such as “Book now”.

Channel 4 has partnered with BrightLine, a category creator in interactive CTV advertising, using their brand-new web-based portal to rapidly build Enhance CTV ad formats.

Enhance is a pivotal addition to our product suite, enabling fast-turnaround customisation and deeper engagement using advertisers’ existing TV assets. We’re continually exploring new ways to help agencies and brands improve campaign effectiveness, so we’re excited about the value this will deliver.

David Amodio, Head of Sales, Channel 4

Enhance in action

The first live Enhance campaign was created for Solmar Villas, a UK villa holiday provider. The campaign promoted last-minute summer villa deals. Its aim was to build awareness and consideration while giving viewers a direct link to a dedicated offers page.

Solmar Villas supplied its approved TV ad, destination URL, brand colours and call-to-action text. Channel 4 Sales managed the creative adaptation, approval, clearance and delivery, with close coordination between the advertiser and agency. From booking to going live, the process took just five working days.

Easy Bathrooms later used the product-carousel format. The UK bathroom and tile retailer sells online and through a nationwide showroom network. The Enhance ad highlights key products from the retailer’s range.

The campaign went live on 20 August 2026. It also uses an Adalyser tag. Adalyser combines TV spot data with website and app response data to help analyse how TV activity contributes to visits and conversions.

A managed product with clear buying options

Enhance can be bought in three ways: as a standalone Enhance campaign, as an Enhance line alongside a standard Channel 4 streaming campaign, or as part of a wider partnership. There is no production fee and the Enhance media costs an additional £3 per thousand impressions (CPM).

Source: egta.com

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