SOURCE: Lightspeed PR

Lightspeed PR

February 12, 2015 09:00 ET

4C Reinvents TV Advertising -- Now, Agencies and Brands Can Use Affinity Metrics to Deliver Smarter, More Effective Campaigns

New Measuring and Planning Platform Calibrates Brand, Interest, and Media Behavior Through Connections With Actively Engaged Social Users

NEW YORK,NY--(Marketwired - February 12, 2015) - 4C Insights, Inc., which is powering the future of advertising to provide brands with actionable insights that drive measureable value, today unveils its MAP (Measuring and Planning) platform. The new platform will do for TV, print and other ad channels what 4C has already done for some of the world's largest agencies and brands in online advertising. Marketers can now leverage powerful brand diagnostics for insights on brand loyalty, strength of preference and sentiment.

For example, a marketer wishing to promote an energy drink could use 4C's tool to easily mine social data and learn that those who love energy drinks 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 incredible efficiencies. The MAP tool is completely cloud-based, easy to use, and can deliver valuable insights with just a few clicks.

4C's platform is 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 social data experience. Its proprietary technology analyzes Facebook, Twitter, and LinkedIn using 4C's proprietary Affinity metrics 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 brand-specific insights for over 1.5 billion individual consumers; their interests and behaviors and measure impact on brand preference.

MAP gives marketers a predictor of future action that consistently outperforms other metrics, and lets them:

  • Leverage powerful brand diagnostics for insights on brand loyalty, strength of preference and sentiment
  • Gain a competitive advantage by targeting and engaging brand customers directly
  • Drive efficiency by planning reach that brings predictive results
  • Monitor performance, adjusting plans in real-time to optimize results
  • Evaluate changes in brand preference driven by sponsorships and media partnerships

"Our social platform has helped advertisers to place brand targeted social media ads and track their performance for years," said Lance Neuhauser, 4C CEO. "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 will showcase is new platform at a special Micro-Conference Event today at 5 pm on Feb 12th, 2015 in NYC. The event will include networking and a panel discussion with guests including Dan Aversano, SVP Insights and Analytics, Turner, Adam Gerber, VP Sales Development & Marketing, ABC, Nate Elliott, Forrester Research VP, Principal Analyst, and Scott Hagedorn, Annalect CEO. For more information please visit

"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 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."

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, is Twitter Ads Certified, and a LinkedIn Certified Sponsored Updates Partner. The company has offices in Chicago, New York, Seattle and Singapore. For more information, visit

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