Guest speaker, Jim Nail, Principal Analyst at Forrester and Josh Dreller, VP Product Marketing at 4C, discuss the current state of TV advertising and how automation is changing the game. To watch the full webinar, visit: https://www.youtube.com/watch?v=JwOsctHMJgc

1. Demystifying Programmatic TV

2. Audience Targeting for TV

3. Q. What demo buys vinyl?
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4. A. Everyone!
Proprietary and confidential. ©2016 4C Insights, Inc. 4Source:Music Watch Inc.

5. 5Proprietary and confidential. ©2016 4C Insights, Inc.

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Limitations of today’s audience building methods
Purchase data, survey data,
CRM/1st party data is not ideal for
building audience targeting
segments for television
Not great for prospecting new customers
Small sample size
Lack of customization
Lag time slows you down
Proprietary and confidential. ©2016 4C Insights, Inc.

7. Proprietary and confidential. ©2016 4C Insights, Inc. 7
What Data to Use??

8. Social Data = “The Limitless Panel”
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9. Social Audience Targeting
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CUSTOMIZATION
Create your ideal
definition of a target
audience not one that’s
pre-packaged
Target audiences never
available to you before
SPEED
Use fresh data versus
studies done months or
years ago
Leverage a rolling data
set of recent consumer
behavior
SCALE
1.6 billion people vs.
40,000 households
Unbiased, demo
audiences in local
markets can be small
and invite bias to
your targeting and
measurement

10. Examples of Social Audiences
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Consumers who
have engaged with
your brand on
social media.
Consumers who use
certain keywords or
mention specific
social handles.
Consumers who
have engaged with
specific programs
and movies.
Consumers who
have engaged with
your competitors but
not your brand.

11. TV and Social Are Already Intertwined
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12. Social Drives TV Viewership
12Proprietary and confidential. ©2016 4C Insights, Inc.

13. Consumers Watch and Socialize Simultaneously
13Proprietary and confidential. ©2016 4C Insights, Inc.

14. Social engagement is already a key indicator for TV marketers
14Proprietary and confidential. ©2016 4C Insights, Inc.
“A few years ago, the only thing that
mattered was ratings. Now what
matters more is the level of social
engagement around the content.”
Keith Hindle, CEO, Digital and Branded
Entertainment, FremantleMedia

15. 4C Social Audience Targeting for Television

16. The first market solution for TV advertisers to
target customizable audience segments based on
the real actions, interests, and connections of over
1.6 billion social media consumers
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17. 4C’s Data Science Approach to Social Data
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4C’s data science detects the strength of connection between hundreds
of millions of consumers and brands on Facebook and Twitter.
This scoring system of trillions of social interactions to determine the
strength of connection between consumers and brands
This patent-pending Affinity Analysis has had market success for years:
4C’s industry leading self-service social advertising platform offers
powerful, Affinity-driven targeting segmentation that outperforms
native platform targeting
4C’s differentiated analytics suite leverages Affinity data to help
brands, agencies, and networks better plan and allocate
marketing resources
SOCIAL ADS:
ADVERTISING
ANALYTICS:

18. Affinity Analysis of the Target Audiences
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1. Tap into Facebook and Twitter
Publically available, non-PII engagement data
Billions of engagements, trillions of calculations
2. Identify your target audiences
3. Score social media consumers by affinity
4. Build TV program “fingerprint” of that
audience
TV viewing patterns cross demos
“You are what you watch”
5. Score the TV program affinity
(4C patent pending algorithm)

19. Correlate to Respondent
Level Data
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Match to linear panel
• Works with what you’re doing today but applicable to any
viewership data set
Output respondent level target for loading into an
optimizer/planner

20. Fits into Your Existing Process
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Load output into any analysis system
supported by NPM respondent level data
(i.e. NPower) to create custom audiences
Load into optimizer
(Tardis, Lake 5, Rovi, etc.)
Rank custom audiences
(Programs, networks, dayparts, etc.)
Plan and buy based on custom audiences

21. Post-Campaign Measurement
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Reach Measurement
• Did I reach more of my custom audiences or not?
Response Measurement
• 4C provides social engagement lift
Closed Loop
• Measure back to objective metrics
• Sales, leads, etc.

22. Case Study

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TV Ads Optimized to Social Audience Segment For a
Major Motion Picture
Proprietary and confidential. ©2016 4C Insights, Inc.
Step 1
4C analyzed the people
who historically engaged
with a list of recent,
successful films which were
similar to the studio’s
upcoming release.
Step 2
4C mapped that affinity
behavior to respondent
level TV viewership data in
order to form a targetable
audience segment for TV
advertising.
Step 3
This socially-optimized target
audience segment was then
input into Turner Broadcasting’s
TargetingNOW product which
produced an optimal TV
schedule for the four-week
marketing campaign leading
up to the release of the film.

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The result was measured by analyzing the
lift in social engagement that occurred
within 2 minutes before and 2 minutes after
each commercial for the film aired, across
each TV ad that ran for the entire film
campaign on all TV networks. We then
aggregated the lift scores for each TV ad
and calculated Turner’s average lift versus
other cable networks’ average lift.
Proprietary and confidential. ©2016 4C Insights, Inc.
The optimized Turner schedule generated a 2.89x lift in social engagement with
the film versus other cable advertising during the same period.
Measurement and Results

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For more information…
For more information on
Programmatic TV, download
our white paper.
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26. VISIT 4CINSIGHTS.COM OR FOLLOW @4CINSIGHTS