CHICAGO and DULLES, VA - 4C Insights, Inc. and FourthWall Media®, the largest independent source of cable set-top box data, today announce a partnership that will combine, and expand 4C’s social and behavioral intelligence with FourthWall’s anonymous, non-aggregated granular viewership data from millions of set-top boxes. This will allow advertisers to plan and execute targeted media campaigns more effectively than ever before.
Built on more than 30 years of research in computational science by Chief Scientist Dr. Alok Choudhary, as well as more than eight years of data collection experience, 4C’s proprietary technology analyzes a variety of social media networks to harness the richest collection of unbiased behavioral and interest data ever amassed. By sifting through trillions of pieces of data, 4C can deliver actionable insights for over 1.5 billion individual consumers; their interests and behaviors.
FourthWall has unique data, metrics and analytics that provide advertising agencies, marketers, programmers, media buyers and MVPDs the ability to better predict consumer behavior, validate the predictions over time, and employ marketing dollars more effectively.
By incorporating FourthWall’s TV data set into 4C’s market offering, advertisers will be able to plan and buy TV advertising campaigns with unparalleled accuracy.
“4C’s Social Ads SaaS platform has helped advertisers to place brand targeted social media ads and track their performance for years,” said Lance Neuhauser, 4C CEO. “We are now expanding our media engagement analysis to incorporate television audiences as well, and we are excited to work with FourthWall – a set-top box pioneer for the next generation of television data - to accomplish this.”
4C will reveal more details on how it will be utilizing this data from FourthWall in a special Micro-Conference Event at 5 pm on Feb 12th, 2015 in NYC. The event will include networking and a panel discussion with guests including Forrester Principal Analyst Nate Elliot. For more information and to RSVP, please visit http://www.4cinsights.com/events/.
“Marketers want consistency in how they advertise. 4C’s Social Ads platform brought this to planning and buying Social Media on Facebook, Twitter, and LinkedIn, and together with FourthWall, we are now able to brand consumers across media and plan buys down to television programs, display venues, and social media,” explained Choudhary, Chairman and Chief Science Officer at 4C. “This consistency allows marketers and agencies to simplify their work processes while also leveraging the power of big data to drive decision-making and performance tracking."
"This partnership is compelling on many levels for us," explained Kumar Ramachandran, EVP Partnerships for 4C. "4C's assets combined with that of FourthWall help to bridge TV viewing behavior with TV viewer's social interactions - helping brands better understand affinities, engagement, trends, and user psyche which elevate ad relevance."
“4C is the perfect partner for us,” stated Bill Feininger, President of FourthWall’s MassiveData division. “The data FourthWall is providing to 4C will allow media planners, buyers and MVPDs to calculate how ad exposures in TV link to changes in brand preference strengths. Combining and analyzing TV exposures in tandem with Social Media exposures enables marketers to determine how campaign elements on TV, Social, or the combination changes brand preference strengths among targeted consumers. It truly is the future of advertising.”
4C is a social intelligence platform that collects public social data and applies its proprietary data science algorithms to determine the affinities between audiences and brands. It combines more than 20 years of Northwestern University research in computational science by Chief Scientist, Dr. Alok Choudhary, with proven advertising acumen to reveal new audience insight for brands and agencies. It is one of a handful of companies worldwide that is both a Facebook Preferred Marketing Developer Ads and Insights partner, and is Twitter Ads Certified. The company has offices in Chicago, New York, Seattle and Singapore. For more information, visit http://www.4Cinsights.com/.
About FourthWall’s MassiveData Division
FourthWall’s MassiveData division delivers viewership and set-top box diagnostics data, reports, analytics, and advanced advertising to television stakeholders and innovators who need to target the right audience with the right message. MassiveData, the largest independent provider of second-by second set-top box data, enables actionable messaging, measurement, insights and intelligence for cable television operators, programmers, agencies, advertisers, researchers, and analytics firms. Unlike traditional measurement companies, MassiveData leverages FourthWall Media relationships with cable operators along with embedded device-level expertise that allows the collection and processing of ultra-precise television viewership data. FourthWall Media is headquartered in Dulles, VA.