4C TV focuses on ad targeting | Ad Tech | News | Rapid TV News
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4C Insights, a provider of data science and media technology for multiscreen convergence, has launched a suite of cloud-based tools for planning, buying and measurement.
ss ahubThe new 4C TV platform is aimed at for marketers and is said to be able to ‘go beyond’ demographics like age and gender, and metrics like reach and frequency, thanks to the 4C Insights Affinity Graph. This delivers a picture of how people interact with media, technology and each other by mapping millions of TV households and thousands of brands to billions of social media users. It combines historical TV airings, real-time TV monitoring, household-level viewership and social media engagement into actionable sets of data for marketers to influence consumers and brand preference.

“In the old days, marketers got to choose where and when their messages were seen but today’s consumers get to choose with their voice commands, finger taps, mouse clicks and remote pushes,” explained 4C Insights CEO Lance Neuhauser. “Despite these trends, most marketing technology is still oriented around targeting and retargeting when it should be built to pull consumers in with pre-targeting. 4C is uniquely positioned with the data sets, science, and workflow to help marketers operate in today’s multiscreen world with 4C TV allowing brands to effectively draw in their audiences.”

The 4C TV suite includes six products, namely: a self-service programmatic TV buying platform with intelligent, predictive capabilities and campaign workflow; a measurement solution to analyse reach, protect content and drive monetisation; an audiences pack fusing historical TV airings; an analysis framework to understand the impact of TV marketing by measuring key performance indicators at the audience and creative level; a tool enabling media planners and buyers to use data-driven strategies for audience buying and linear schedule optimisation; a real-time marketing solution for combating second-screen distraction by pairing digital ads with live TV moments and commercials.