2016 was a big year for 4C. In our first full year since coming together with Teletrax, we worked tirelessly to fuse TV and social media by integrating the technology from each into one platform allowing marketers to seize the benefits from multi-screen analytics and activation.
Here are some of the major milestones we hit:
- Over 2.3 billion new consumer affinity connections mapped through the 4C Insights Affinity Graph™
- Nearly $1 billion in annualized paid media spend through our platform
- Over 400 million TV asset airings detected
- Nearly 1,000 brands, agencies, and media companies using our products
In 2016, we introduced our self-service TV Synced Ads platform, leveraging our Teletrax global TV monitoring technology to enhance 4C Social Ads by making it possible for advertisers to sync messages across screens. Our clients are using the technology in innovative ways and achieving outstanding results.
Another highlight was leveraging our core assets to enable advanced TV solutions. Social has ushered in the era of audience-based targeting, however this type of buying on TV has remained elusive. Last year, we partnered with Turner to deliver a solution for buying social audiences on TV that’s viable within the current infrastructure. Our affinity TV targeting enhanced the amplification of two major motion picture launches – the success of one of which earned us an ABBI Award for Best Use of Audience Data in a TV Campaign.
Over the year, we delivered more than 50 trillion ads across Facebook, Twitter, Instagram, Pinterest, and Snapchat through each platform’s certified API. More importantly, our clients achieved tangible results across the consumer journey, 87% of clients generated increases in brand awareness, 86% in engagement, 79% in leads and 78% in sales.
A major expansion of our Social Ads platform came in the fall with the announcement of the Snap Ads API. We were proud to be selected as a launch partner and bring the much anticipated advertising options from Snapchat to the market. Snapchat has changed the game and the potential for brands is truly exciting.
4C Content Analytics, our global TV monitoring solution, had an excellent year and was an important part at some of the world’s most significant events in 2016. Brands around the world are using the technology to monitor their televised assets, both for everyday use and during tentpole events. In addition to our continued relationships with Thomson Reuters, the United Nations, and others, we were excited to partner with Groupe M6 to monitor its video bank assets. In all, we monitored over 2.7 million hours of TV content last year.
We also leveraged the 4C Insights Affinity Graph™ at major global events throughout the year. Our data science helped analyze to reveal how U.S. President-Elect Trump was able to parlay social media prowess into an election victory, the momentum behind the “leave” vote in the EU Referendum, as well the key highlights of the summer games in Rio.
In 2016 we grew our team to 186 employees in 14 worldwide locations. We also beefed up our teams to ensure we deliver for our clients and maintain the highest customer satisfaction score. To that end, our Chicago headquarters continues to thrive. We consolidated our 2 New York locations into one new beautiful office. And our Seattle hub attracts the best and brightest tech talent. Growing our teams in Singapore, Hong Kong, and Pune has enhanced our offering for the partners we’ve been working with for years and support the new clients we’ve added in the region. And we’ve invested in our people in London and Eindhoven to ensure we have the right skillsets to give our clients an edge across Europe. I’m so proud of the team we have at 4C and truly cherish them every day.
We’re always looking ahead as we advance the future of media. To give us more ammunition, we closed a Series C funding led by Kayne Partners last summer. The $26 million investment will help us deepen our market presence through geographic and product expansion. In 2017, we will be focused on increasing our applications for affinity-based targeting across TV, video and social media using our distinguished data science capabilities pioneered by our founder, chairman, chief scientist and my partner in crime, Dr. Alok Choudhary.
As we kick off the year at CES, I couldn’t be more excited about where things stand. Thank you to all our clients and partners for making 2016 our biggest year yet. We’re excited to accomplish even more together in 2017. Cheers!