British broadcaster Channel 4 is to carry adverts which include the names of individual viewers.

They will be used on its All 4 catch-up service, which requires customers to sign into their own accounts.

Using data from its registered viewer database, which it says is 15 million strong, it is launching the campaign with partners Foster's, 20th Century Fox and Ronseal.

As part of the 20th Century Fox's campaign, trailers for the cinema release of 'Alien Covenant' will be displayed with a personalised message at the end.

Foster's will be sharing a pint with viewers whose names will prefix the line "This one’s for you" - while Ronseal hopes that by getting personal, they will motivate viewers to get on with their DIY.

David Amodio, Channel 4’s digital and creative leader said: "Following the success of the multiple brands taking advantage of our Ad 4 You format, we're now incredibly excited to offer the market something completely ground breaking.

"The most attention grabbing word for anyone to hear is without doubt one's own name, so to be able to offer advertisers the chance to speak directly to our millions of viewers is not just unique, but an immensely powerful marketing tool".

The ideas were developed through 4Sales.

4 Sales were behind the world’s first visually personalised TV campaigns with Coca-Cola and Burberry in 2015, which saw viewers’ individual names appear on bottles of Coca-Cola and Burberry perfume bottles.