4C and Kantar Link for Political Ad Targeting

Data science and media tech firm 4C has hooked up with Kantar Media to launch a cross-screen solution which enables political advertisers to target messages to their key voters.

4C uses its proprietary Teletrax technology to gather and fingerprint each TV ad for the US presidential race. Meanwhile, Kantar Media's Campaign Media Analysis Group (CMAG) analyzes and tags each TV creative according to the key issues and more nuanced messages contained in the ad; along with metadata such as the sponsor, type of sponsor, party affiliation, tone, and named targets. The CMAG data is then integrated in the 4C TV Synced Ads product to enable political advertisers to deliver messages to voters on second screens aligned with TV commercials as they air.

Elizabeth Wilner, SVP for Political Advertising at Kantar Media, says the CMAG data helps clients understand both the entire competitive airscape, and the specific strategies of individual advertisers. Lance Neuhauser, CEO at 4C, adds: 'The strategic partnership between Kantar Media and 4C provides an innovative way for candidates, parties and issue-based campaigns to leverage TV to drive multi-screen engagement with voters. Furthermore, it adds another dimension for political advertisers to swing votes from competitors via second-screen conquest'.

Web sites: www.4cinsights.com and www.kantarmedia.com .