Advertising expert and enthusiast Max Willey reveals five things that, through BVA BDRC research, have been proven to make advertising work that bit harder.

Not just a bit – a lot. Twice as much, in fact. This was the headline finding from our multi-award winning research for Channel 4 around Contextual Moments – Channel 4’s new AI driven TV advertising technology that enables the broadcaster to place a brand’s ads next to relevant scenes in a linear TV show.

Our findings on the effectiveness of earned media on Channel 4 presented 2016 Media Research Group Conference.

During the course of the London 2012 Paralympics, Channel 4 broadcast almost 500 hours of coverage, four times that of the 2008 Paralympics in Beijing, and reached an audience of 37 million people.