Dynamic TV will allow advertisers to deliver personalised adverts to viewers across a number of devices, including desktop and mobile VoD platforms, smart TVs, gaming consoles and the small screen.

Suzuki and Boots will be the first advertisers to use the solution, allowing the companies to collate first-party data from Channel 4 and personalise advertisements based on demographics, data, time of day, location and weather.

Launching in January, Boots will use the ad format for their No 7 Line Correcting Booster Serum campaign, which will show users the location of their nearest Boots store.

Suzuki will incorporate Dynamic TV into their campaign for the Suzuki Swift, which will launch in February, and will highlight Suzuki dealerships in close proximity to the viewer’s location.

This announcement marks a first for the European and UK advertising markets in the delivery of bespoke advertisements to consumers across multiple devices.

“We’ve seen an increased demand from clients and agency partners for big screen inventory and the fact that we’re now able to deliver data informed creative across these platforms adds a layer of relevance that’s previously been restricted to desktop and mobile platforms,” said David Amodio, digital and creative leader at 4Sales.

“Advertisers can now personalise TV ads bringing more relevancy to viewers,” added Tal Chalozin, CTO and co-founder of Innovid. “Being able to find a local store, car dealership or receive more targeted ads provides increased value to the viewer and is a much better experience than traditional commercial breaks.”