4C Insights acquires stake in iQ Media | Major Businesses | Business
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In a move that it says creates the world’s biggest combined TV intelligence network, responding to brands’ and media’s growing focus on globalisation and hyper local targeting, 4C Insights has taken equity in iQ Media to create Kinetiq.

Kevin Kohn 11April2019The new global entity is designed to make a move towards streamlining complex mar-tech stacks and dematraxing TV data to make it completive, once and for all says 4C, with digital channels. The new marketing technology company will house and manage in one place clients’ TV measurement, monitoring, watermarking, second-screen signalling and data.

Kinetiq combines iQ Media’s ability to identify paid and earned brand mentions, nationally and across all 210 U.S. DMAs, with the global Teletrax network encompassing over 85 countries, across more than 250 global capture locations and approaching 2,500 TV stations.
This includes TV and media monitoring, real time or retroactive; content identification and tracking; ad catalogue as a service; sponsorship measurement; TV attribution and advanced audience segments; second screen signalling.

Kinetiq will operate globally, with US headquarters in Philadelphia, Pennsylvania and European headquarters in Eindhoven, Netherlands. Kevin Kohn, CEO of iQ Media, will serve as CEO of Kinetiq with key management from 4C and iQ Media completing the leadership team. Existing investors from 4C and iQ Media, including Jump Capital, Edison Partners, GMH, Kayne Capital and Civolution will remain involved. The board of directors for the new entity is comprised of Kohn, Alok Choudhary of 4C, Kelly Ford of Edison Partners, Sach Chitnis of Jump Capital and one as to be appointed independent member to be appointed.

“Historically, TV attribution has been limited to paid advertising, overlooking the impact and return on brand exposure within the content—where audiences are most engaged,” Kohn (pictured) remarked. “As advertisers and agencies evolve their paid TV strategies to include earned media and brand sponsorship, Kinetiq is uniquely positioned to help quantify the true return on these investments. We are thrilled to join forces with the talented team operating Teletrax to make this a reality.”

“Bringing together iQ Media and Teletrax creates powerful new solutions for the industry and efficiencies of scale for the company,” added 4C CEO Lance Neuhauser. “We’re excited to leverage the unmatched strength of Kinetiq’s global TV intelligence network to fuel the media analytics available to brands through the Scope by 4C platform.