New offering enables political advertisers to target swing-state voters based on TV triggers and drive engagement with candidates via digital, mobile and social channels
Chicago – February 1, 2016 – Today, 4C, a data science and media technology company, and Kantar Media, a global leader in media intelligence, announced they have partnered to launch a cross-screen media solution for targeted political advertising in the United States. By merging detailed ad metadata from Kantar Media with its TV Synced Ads product, 4C will enable political advertisers to synchronize ads across TV, digital and mobile devices with contextual triggers.
Through its proprietary Teletrax technology, 4C harvests and fingerprints each TV ad for the U.S. presidential race. Meanwhile, Kantar Media’s Campaign Media Analysis Group (CMAG) scrutinizes and tags each TV creative according to the key issues and more nuanced messages contained in the ad, along with rich metadata including the sponsor, type of sponsor, party affiliation, tone, named targets, and more. The CMAG data is integrated in the 4C TV Synced Ads product to enable political advertisers to deliver messages to voters on second-screens aligned with TV commercials as they air.
For example, the Clinton or Trump campaigns can synchronize digital and mobile ads when their own TV spots air, or they can run conquesting ads when those for Sanders or Cruz appear. The 4C solution can even trigger a specific campaign ad when any candidate mentions a key issue such as climate change or healthcare reform.
“Kantar Media’s CMAG data helps our clients quickly understand both the entire competitive airscape and the specific strategies of individual advertisers, both friendly and unfriendly, so they can respond to it all,” said Elizabeth Wilner, senior vice president for political advertising at Kantar Media. “We are thrilled to be partnering with 4C to launch this innovative solution enabling political advertisers to target and message more robustly to their key voters.”
This solution meets the growing demand for responsive advertising in a hyper-competitive political landscape. Kantar Media projects that $4.4 billion will be spent on political TV advertising throughout the 2016 election cycle. 4C’s partnership with Kantar Media helps political marketers take advantage of the 87 percent of consumers who use other devices while watching TV and move voters to action by surrounding them with targeted messages.
“The strategic partnership between Kantar Media and 4C provides an innovative way for candidates, parties and issue-based campaigns to leverage TV to drive multi-screen engagement with voters,” said Lance Neuhauser, CEO at 4C. “Furthermore, it adds another dimension for political advertisers to swing votes from competitors via second-screen conquest.”
About 4C TV Synced Ads
4C TV Synced Ads provides direct connections to social networks including Facebook, Twitter and Instagram, display exchanges via DSPs such as AppNexus and Doubleclick Bid Manager, and Google AdWords for search. The product was recently enhanced to include a self-serve portal for programmatic campaign management.
Political advertisers have several options for synchronizing their digital ads through 4C TV Synced Ads:
- Simulcast – reinforce and amplify key talking points by showing simultaneous messages across screens
- Conquest – divert attention and refute opponents’ messages by syncing with other candidates’ TV ads
- Category – reach voters with tactical messages by coordinating ads based on issue, message, or sponsor metadata criteria
- Audience – deliver second-screen ads targeting specific voter groups
- Event – take advantage of moments when voters are seeking information by syncing with live events such as debates and conventions
4C’s products are built on more than 30 years of computational science research by Founder and Chief Scientist, Dr. Alok Choudhary, at prestigious institutions including Northwestern University. Its patented technology also leverages the Teletrax infrastructure and intellectual property acquired through Civolution following its spin off from Royal Philips Electronics.
Visit www.4Cinsights.com/politics for more information on the 4C cross-media solution for political advertisers in partnership with Kantar Media.
4C is a global leader in data science and media technology with solutions for cross-screen convergence. Advertisers, agencies, media companies and content owners use 4C to improve effectiveness on TV, digital and mobile. The 4C product suite includes advertising activation on Facebook, Twitter, LinkedIn, Pinterest and Instagram as well as TV Synced Ads across display, search, social and video. The company also provides advertising and content analytics leveraging its proprietary Teletrax global TV monitoring network of more than 2,100 channels in 76 countries. 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.
About Kantar Media
Kantar Media is a global leader in media intelligence, providing clients with the data they need to make informed decisions on all aspects of media measurement, monitoring and selection. Part of Kantar, the data investment management arm of WPP, Kantar Media provides the most comprehensive and accurate intelligence on media consumption, performance and value. To find out more, please visit us at www.KantarMedia.com.