WideOrbit and 4C Partner to Bring Social Media Intelligence to Programmatic TV Buying
May 05, 2016
San Francisco — May 5, 2016 — WideOrbit Inc., the leading provider of advertising management software for media companies, and 4C, a global leader in data science and media technology company, announced that the companies are working together to enable advertisers to use insights from social media activity for enhancing audience targeting in programmatic TV buying.
Through the partnership, 4C will help advertisers leverage social media engagement and affinity data and other data sets to identify the best placements for brands on broadcast TV and cable network inventory available through WideOrbit’s WO Programmatic TV marketplace.
“Integrating 4C’s analytics with WideOrbit’s programmatic marketplace delivers a quantum leap in TV audience targeting by introducing insights from social media to the buying process,” said Ian Ferreira, EVP Programmatic at WideOrbit. “Collaborating with 4C is compelling because we can offer buyers the ability to build media plans that combine the high engagement of social media with the reach and impact of television.”
“Leveraging WideOrbit’s programmatic TV platform will help 4C further transform media buying by applying our advanced data science,” said Dr. Alok Choudhary, Founder and Chief Scientist at 4C. “Integrating 4C’s multi-screen intelligence with WO Programmatic TV will empower brands to continuously optimize their media budgets by reaching the right audiences with the right messages at the right time.”
Research shows that TV and social media are mutual accelerants for driving brand value when campaigns use them to produce synergies. A study conducted by Millward Brown on behalf of Facebook found that 71% of people visit social media while watching TV and new research by Turner/4C discovered that TV advertising drives 1 out of every 5 social media brand engagements. By connecting TV and social media, WideOrbit and 4C empower advertisers to generate actionable predictive associations and insights into consumer interests.
WideOrbit is the leading provider of advertising management technology for cable networks, local television stations and radio stations. More than 3,200 broadcasters and networks leverage WideOrbit solutions to streamline operations, maximize revenue from traditional, digital and programmatic channels and extend their business across distribution platforms. Our clients include Entercom Communications, Entravision Communications Corporation, Gray Television, Inc., Meredith Corporation, NBCUniversal, The E.W. Scripps Co. and Tribune Media. WideOrbit is headquartered in San Francisco with offices across the United States as well as London, Paris and Gothenburg, Sweden.
4C is a global leader in data science and media technology with solutions for multi-screen convergence. Brands, agencies, and media owners use 4C to improve effectiveness on TV, digital, social and mobile. The 4C product suite includes 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 Teletrax global TV monitoring network and proprietary social affinity database. 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.