4C Insights Debuts TV Ad Buying and Measurement Suite

US-based data science company 4C Insights has launched a suite of tools for planning, buying and measuring multi-screen TV advertisements.

The firm, which has locations in Chicago, New York, Seattle and Singapore, collects social media data and applies proprietary data science to plot the relationships between people and brands. Its new 4C TV tools have been developed to enable marketers to look beyond demographics such as age and gender, and metrics such as reach and frequency, to gain a full picture of their audiences.

At the core of the new solution is the firm's Affinity Graph, which maps millions of TV households and thousands of brands to billions of social media users, to deliver a picture of how people interact with media, technology, and each other. The resulting 4C TV suite comprises a number of products, including a measurement solution to analyze reach; targeting segments that use affinity signals by combining historical TV airings, viewership, and social media engagement; an analysis framework for understanding the impact of TV marketing; and a tool helping media planners and buyers to use data for audience buying and linear schedule optimization.

CEO Lance Neuhauser (pictured) comments: '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. 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 multi-screen world with 4C TV allowing brands to effectively draw in their audiences'.

Web site: www.4cinsights.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.