Channel 4 catch up service All 4 already has the worst ads of all the streaming platforms, and they're about to get even worse.
Soon, the service will use your name – as given during the sign-up process – to personalise the ads you see. But not just by whacking your name on-screen, oh no: they're actually going to talk to you.
Engadget has a video of an example ad for Alien: Covenant, which ends by saying "MATTHEW, RUN!" out loud. This is apparently a world first, although the reason no one else did it might be that it's unbelievably annoying.
Yes, it's going to be more effective at getting your attention, but it'll also be better at getting you to mute the ads. Plus, if you've ever used All 4, you'll know that you see the same few ads again and again and again and again, which means after the third time of hearing the personalised ad, you'll be ready to throw your laptop through the wall. Oh, and did we mention that often the ads crash the player and you have to watch them all again?
Maybe Channel 4 is planning to introduce a paid option to get rid of the ads, in which case this is actually a genius move. We'd pay many pounds to never have to deal with them again. [Engadget]