Channel 4 launches instant advertising platform

When it becomes available to advertisers from January 2027, Instant Re4ch will reportedly help brands maximise campaign launches through coordinated access to premium inventory across the broadcaster’s expanded ecosystem. It will also offer a 48-hour ‘boost’ for campaigns across Channel 4, Paramount, and UKTV streaming platforms. 

This functionality is intended to enable advertisers to maximise reach and impact from the moment a campaign goes live, across Channel 4 and 5, as well as UKTV channels such as U&Drama and U&Dave, and the Great! network. The package also includes a 48-hour YouTube boost campaign across Channel 4's 30 YouTube channels, ensuring a joined-up launch that maximises reach across TV, streaming, and digital.

The offering marks the latest step in Channel 4 Sales’ move to simplify, standardise, and scale advertising opportunities for brands across its growing portfolio, following its recent announcement that it will become the exclusive advertising sales partner for Paramount brands in the UK, including 5, from 2027.

As part of this, Channel 4 Sales will also extend a number of its existing products and capabilities across Paramount’s inventory, including its programmatic buying offering, its dynamic optimisation platform, Enhance, and its suite of advanced targeting solutions. 

David Amodio, Head, Sales, Channel 4, said: "Instant Re4ch brings together the scale of our expanded portfolio into a single, coordinated proposition, making it easier than ever for advertisers to create high-impact campaign launches across linear TV, streaming and digital.

“At a time when media is becoming complex and fragmented, we're focused on bringing simplicity back to planning. Instant Re4ch unites the power of our portfolio into one joined-up solution and marks the first time in Europe that advertisers can access two public service broadcasters through a single buying point. As our customers' jobs become increasingly complex, we're committed to making them easier, designing solutions around their needs and helping them unlock more value from our expanding ecosystem. Instant Re4ch is another important step in that journey…more to come we promise.”

Channel 4 recently promoted Barry John to Technology Director. Discover more here.