Found Remote has been dedicated to bringing you exclusive data around the future of TV from the top data providers in the industry. To go even deeper, every month 4C, a global leader in data science and media technology, will look at the brands that received the biggest Social Lift after their commercials aired.
So far example, for June's data above, in the two minutes after the Cheetos commercial aired, the brand saw a 116.6% increase in mentions, retweets, comments, and post likes from Facebook and Twitter. Amazon.com was also in the lead last month.
Here are insights about the above chart from 4C followed by an interview with their CEO Lance Neuhauser.
- TV ads on Telemundo and Univision propelled Cheetos to the top of the broadcast ad chart
- TV ads for Amazon Prime drive social lift for Amazon.com
- 4 broadcast and 4 cable TV advertisers retained their spots in the top 10 from May
Found Remote: Why did you start 4C?
Lance Neuhauser: We started 4C because we recognized the massive potential for social data to transform the TV industry through data science. We like to call social media the limitless focus group for its ability to observe 1.5+ billion people’s interests and behavior in a predictive way. Our mission at 4C is to lead the convergence between TV and Social Media and maximize media value for brands, agencies, and media owners.
FR: Who do you work with and how does the platform work?
LN: Our platform unifies data across social media and TV to deliver comprehensive solutions from analytics to activation. 4C’s proprietary social affinity database enables brands to find and understand their most valuable audiences. Our Teletrax technology, the largest global TV monitoring network, delivers insight into which TV placements are most effective. We also ingest data from set-top boxes to understand key audience metrics and viewership. From an activation standpoint, we power media across leading social and mobile platforms including Facebook, Twitter, LinkedIn, Pinterest, Instagram and soon to be Snapchat. We’re also integrating with WideOrbit and Videa for access to programmatic TV inventory.
FR: How is advertising on TV changing?
LN: 87% of consumers use other devices while watching TV. Audiences are harder to reach and budgets are spread across channels and screens. Brands need integration across planning and activation, new and improved metrics for buying and measuring, coordinated messaging across screens, and automated execution to be effective at connecting with consumers today.
FR: Is Nielsen evolving? If not, why?
LN: Many companies are structured around old operation models and lack the capacity to adapt to the quickly evolving media landscape. Traditional media buying methodologies and metrics don’t align with current consumer behaviors and technologies, which is why our clients are looking for new solutions. Nielsen is still the primary currency for TV advertising and will be for the foreseeable future but overlaying additional data sets help give marketers a more complete picture.
FR: How does the platform work?
LN: 4C brings together three core data assets to help brands understand who they should target, where they can reach their audiences, when to deliver an ad, and what message to use. These include data from social response and brand affinity, TV ad occurrences and program monitoring, and TV viewership and engagement. Once these raw assets are ingested into our technology infrastructure, our data scientists run models and algorithms turning them into actionable outputs. Through a SaaS platform, brands, agencies, and media owners are in total control of the insights and actions they want to take based on the intel.
4C is a global leader in data science and media technology with solutions for multi-screen convergence. Brands, agencies, and media owners use 4C to improve effectiveness on TV, digital, social and mobile. The 4C product suite includes activation on Facebook, Twitter, LinkedIn, Pinterest, Instagram, and Snapchat as well as TV Synced Ads across display, search, social and video. The company also provides advertising and content analytics leveraging its Teletrax global TV monitoring network and proprietary social affinity database. Founded in 2011 and based in Chicago, 4C has staff in 17 worldwide locations across the United States, United Kingdom, the Netherlands, Germany, Hong Kong, India and Singapore. Visit www.4Cinsights.com for more information.