Latest from Next TV in 4c-insights

Retailer Target Makes First Self-Serve Programmatic Buy at NBCU

jon.lafayette@futurenet.com (Jon Lafayette) — Tue, 26 Sep 2017 14:47:00 +0000

NBCUniversal said it is selling some of its national TV commercial inventory using a self-serve programmatic platform and that retail chain Target has made the initial buy.

The programmatic platform uses technology and data from 4C to target audiences for ad campaigns.

NBCU also makes some of its inventory available via programmatic to buyers using AOL, TubeMogul and Videology.

“This is a watershed moment for advertisers, who have been looking for a way to unlock the power of first-party data in television,” said Kristi Argyilan, senior vice president of marketing for Target. “Through programmatic ad buying, NBCUniversal is giving us the opportunity to apply better data to our TV decisions and choose the programming that resonates most strongly with our guests.

NBCU is the first to use 4C to create a private marketplace within linear TV.

#AdvancedAd 2016: Data Miners Strike Cautionary Notes

Dade Hayes, Broadcasting & Cable — Tue, 05 Apr 2016 20:30:00 +0000

Get more of MCN's Advanced Advertising coverage.

The explosion of available data is directly correlated with the content boom and multiplatform viewing, but the quest for better metrics is better proceeding at a measured pace, lest regulators stick their nose into the TV measurement business.

Those were the core themes voiced by the five participants in the vibrant panel session “Data-Driven: How Big Data Is Boosting the Value of TV Advertising” during Tuesday's Advanced Advertising Summit.

“Content everywhere is changing how consumers consume,” said Aleck Schleider, VP of data and analytics for Videology. “They get things on different devices, in different formats. They are skipping advertising. And this in and of itself is forcing us to have a greater level of understanding. When people are searching for a deeper level of understanding, they are looking for different sources of data.”

In fact, “we are swimming in data,” said Pankaj Shroff, founder and CEO of Psychability, “so from the perspective of a technology provider, the question is, once an ecosystem has access to data, how do you make that data actionable?”

Kim Norris, COO of Viamedia, said one action that has evolved notably due to data is targeting.

“What’s been particularly interesting has been the introduction of vertical data sets,” she said. “You can look at things like voter registration data tied to viewing data to understand the behaviors of people who are falling into different categories politically. The appending of automotive data, pharma data, enables you to target.”

Lance Neuhauser, CEO of 4C Insights, said there is undue attention paid to standardization. Buyers and sellers in the market are inevitably going to reach different conclusions and make different strategic decisions based on the exact same piece of available data.

“They’re going to transact off it,” he said. “That doesn’t mean you have to have standard measurement in order to make that decision.”

4C 'MAPs' Affinity Metric Tool to Build More Effective Advertising

Mike Reynolds — Thu, 12 Feb 2015 14:00:00 +0000

After mapping a course with affinity metrics in the online advertising space, 4C Insights, Inc. is looking to help marketers in TV, print and other media.

4C Insights is unveiling its MAP (Measuring and Planning) platform that it believes will help agencies and brands leverage diagnostics for insights on loyalty, strength of preference and sentiment to more efficiently reach targeted audiences.

The cloud-based MAP tool is based on more than 30 years of research in computational science from 4C’s chief scientist Dr. Alok Choudhary, plus eight years of social data trends. The proprietary technology analyzes Facebook, Twitter and LinkedIn using 4c’s affinity metrics.

By sifting through trillions of pieces of data, the company, which is showcasing the new platform at an event Feb. 12 at 5 p.m. in Manhattan, says it can deliver actionable brand-specific insights for over 1.5 billion individual consumers, their interests and behaviors and measure impact on brand preference.

The company, for example, said that a marketer promoting an energy drink could use 4C’s tool to mine social data and learn that those who prefer those type of beverages tend to watch certain specific TV programs. By then building a campaign around those affinities, the marketer would reach an audience they know is already receptive to that message – creating efficiencies.

“Our social platform has helped advertisers to place brand targeted social media ads and track their performance for years,” said 4C CEO Lance Neuhauser. “It was a natural next step to apply the same technology to TV and other advertising channels. For the first time, marketers will be able to plan and execute campaigns that they can be confident will actually engage an audience – so they can be smarter about where they put their money.”

4C officials maintain that MAP presents marketers with a predictor of future action that affords them powerful diagnostics for insights on brand loyalty, strength of preference and sentiment; provides competitive advantages by targeting and engaging brand customers directly; drives efficiency via planning reach that brings predictive results; and monitors performance, adjusting plans in real-time to optimize results.

4C will showcase the new platform at this evening’s Micro-Conference Event that will include networking and a panel discussion with guests including Dan Aversano, senior vice president of insights and Analytics at Turner; Adam Gerber, vice president of sales development and marketing at ABC; Nate Elliott, Forrester Reseach vice president, principal analyst; and Annalect CEO Scott Hagedorn.