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4C Launches Audience-Driven Upfronts Planning Solution to Optimize TV Ad Budgets

Feb 06, 2019

CHICAGO – February 6, 2019 – 4C Insights, a global data science and marketing technology company, today announced a new solution purpose-built to optimize TV upfronts planning based on audience insights. The offering is part of the Scope by 4C™ platform, the leading self-service software for brands to execute video-centric marketing and optimize business outcomes.

Scope allows for audience-driven targeting across the entire television landscape, including upfront allocations as well as scatter and OTT inventory. Scope’s upfronts planning solution is specifically designed to help advertisers optimize upfronts plans based on precise audience segments. Brands can use the solution to buy the networks, programs, and dayparts with the highest concentration of their true targets. This includes the ability to combine and weight plans based on first-party customer segments from CRM lists or DMPs, 4C Affinity Audiences of consumers who engage with the brand or competitors’ brands on social, and audiences who have or have not seen particular programs or ads based on smart TV viewership and ad reach data.

Advertisers can also inform strategy and negotiations with historical viewership, ad occurrence, and cost data. Additionally, Scope enables advertisers to measure the ability to reach their most important audiences via upfronts allocations and build supplementary strategies to reach those audiences through scatter or OTT buys.

“This year marks a watershed moment for the upfronts as buyers and sellers embrace truly data-driven methodologies,” said Lance Neuhauser, CEO, 4C Insights. “4C is supercharging upfronts planning to make better use of budgets by applying data and insights to predict and deliver the audiences most likely to buy an advertiser’s product.”

Scope’s proprietary data science can also be used to optimize allocations once upfront inventory purchases have been made. One global consumer brand used the platform to allocate upfronts inventory on a quarterly basis to fulfill each subbrand’s goals, resulting in a 20% increase in reach, 13% cost savings, and 19% decrease in wasted impressions.

4C’s upfronts solution is available in Scope, the leading self-service software for brands to execute video-centric marketing and optimize business outcomes. To learn more about the solution, visit www.4cinsights.com/audience-driven-upfronts/.

About 4C Insights

4C is a global data science and marketing technology company that delivers Scope, the leading 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 audiences and reach them across channels and devices. With nearly $2 billion in annualized advertising spend running through Scope, 4C enables self-service activation on Amazon, Apple News, Facebook, Instagram, LinkedIn, NBCUniversal, Pinterest, Snapchat, and Twitter as well as TV synced ads via display, search, social, and video. The company also provides paid, earned, and owned media analytics leveraging its Teletrax™ television monitoring network which detects over 400 million TV asset airings on an annual basis. Founded in 2011 and based in Chicago, 4C has staff in 16 worldwide locations across the United States, United Kingdom, the Netherlands, France, Hong Kong, India, Singapore, and the Philippines. Visit www.4Cinsights.com for more information.