4C and IRI Deepen Relationship for Linear TV and OTT
Jun 18, 2019
Expanded Scope Integration Allows for Multi-Channel, Audience-Based Planning and Buying Using Purchase Data
CHICAGO — June 18, 2019 — 4C, a global data science and marketing technology company, and IRI®, a global leader in innovative solutions and services for consumer, retail, and media companies, announced today that they are expanding their relationship. As a result of this collaboration, advertisers can now better target their cross-channel video planning and buying by leveraging IRI purchase-based data via the Audience Hub within Scope by 4C™.
IRI’s consumer purchase data allows advertisers to combine insights about past purchases, specific brands and products to identify prospects and conquests as well as avenues for growing loyalty. Marketers using Scope can deploy this data across a variety of video planning and buying use cases, including audience-based linear TV planning and programmatic scatter buying, as well as OTT buying across such providers as Hulu, SlingTV and DirectTV Now.
“While the traditional narrative says that consumer attention is more fragmented than ever, this is actually an incredible opportunity for brands to tell a more comprehensive story to the same consumer across the various media channels they consume,” says Nishat Mehta, president of the Media Center of Excellence for IRI. “Our relationship with 4C enables advertisers to leverage video as an important component of their overall story and deliver an improved consumer experience.”
Scope by 4C is a unified platform that empowers brands to discover audience insights, execute campaigns across screens, and analyze performance in a single, self-service tool. The platform was designed to help marketers achieve cross-channel video success with real-time optimization and measurement against business outcomes.
“Our relationship with IRI is an exciting next step in the evolution of TV into a performance-driven medium that operates in ways we’ve come to expect of digital,” said Lance Neuhauser, CEO of 4C. “As content and commerce become more intertwined, it’s critical that we enable advertisers to activate purchase-based data for their cross-channel video strategies.”
To learn more about the platform, visit www.4Cinsights.com/Scope.
About 4C Insights
4C is a global data science and marketing technology company that delivers self-service software for brands to execute video-centric marketing and optimize business outcomes. Leading brands, global agencies, and media owners trust the Scope by 4C™ platform to identify their most valuable consumers and reach them across channels and devices. With nearly $2 billion in annualized advertising spend running through Scope, 4C enables self-service activation on linear television and social media, over-the-top content, and digital commerce. Founded in 2011 and based in Chicago, 4C has staff in 16 worldwide locations throughout the United States, United Kingdom, the Netherlands, France, Hong Kong, India, Singapore, and the Philippines. Visit www.4Cinsights.com for more information.
IRI is a leading provider of big data, predictive analytics and forward-looking insights that help CPG, OTC health care organizations, retailers and media companies to grow their businesses. With the largest repository of purchase, media, social, causal and loyalty data, all integrated on an on-demand, cloud-based technology platform, IRI helps to guide its more than 5,000 clients around the world in their quests to remain relentlessly relevant, capture market share, connect with consumers and deliver market-leading growth. A confluence of major external events — a revolution in consumer buying, big data coming into its own, advanced analytics and automated consumer activation — is leading to a seismic shift in drivers of success in all industries. Ensure that your business can leverage data at www.iriworldwide.com.