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This story originally appeared on Contagious I/O, our customisable research platform featuring the world's most innovative, creative and effective campaigns and marketing ideas

The specificity of Facebook's advertising machine lets companies sidestep many potential pitfalls that could prevent them from launching a successful ad campaign. For Universal Pictures, one of the problems Facebook helped them sidestep was the fact that white Americans didn't really know what iconic rap group N.W.A. was, or that Ice Cube and Dr. Dre made music.

Channel 4 is bolstering its video on demand advertising package with a new ad format that can directly address viewers by their name. Accessing registration data, the company can directly address viewers with an audio personalised digital ad campaign.

"ITV, the UK's biggest commercial broadcaster, today announced a new partnership with Sorenson Media, a leader in addressable advertising solutions for linear television. ITV will use Sorenson Media's unique technology to execute addressable advertising campaigns across ITV's range of linear broadcast channels starting early next year."