First Self-Serve Platform to Unify Audience Intelligence, Activation, and Analytics Across Tv, Social, Digital, and Mobile Marketplaces
4C, a data science and marketing technology company, launched Scope, a unified platform that empowers marketers to discover cross-channel audience insights, execute campaigns across screens, and analyze performance in a single, self-service tool.
Fragmented media consumption has left marketers struggling to identify and reach their most valuable audiences across different channels. According to Forrester Research, the top three drivers of effective and consumer-centric media buying are better targeting, real-time, optimization, and management of buys across devices. Gartner also reports that “marketing leaders lack a structured approach for defining campaign metrics and, as a result, struggle to gauge the success of their marketing campaigns, channels and tactics.” 4C created Scope to help marketers achieve cross-channel success as the first and only self-serve platform that combines audience intelligence, activation, and measurement across premium marketplaces, including Apple News, Facebook, Instagram, LinkedIn, NBCUniversal, Mediaocean, Pinterest, Snapchat, and Twitter.
“Scope by 4C makes it possible for Abt to deliver a relevant consumer experience, no matter which of our thousands of products a customer might be interested in, or whether someone just watched one of our TV ads, engaged with us on social media – or both,” said Bryan Benavides, Director of Digital Marketing at Abt, the largest single-store retailer in the U.S. “Through Scope, we use our own first-party data and 4C’s Affinity audiences to reach the right customer at the right time and have seen our return on ad spend increase five times since using 4C.
Scope includes several new solutions, including:
- Audience intelligence through Brand Compass, a new solution that surfaces and visualizes exclusive, persona-based insights. Brand Compass is built on the 4C Affinity Graph, a proprietary combination of TV, social, and digital data that comprehensively maps how audiences are connected to media, technology, and each other. Competitive benchmarks, TV and brand affinities, and audience interests are some of the insights available from Brand Compass. The tool is designed to deliver insights for the entire marketing organization, from informing strategy and creative to optimizing media.
- Centralized audience creation and activation with Audience Hub, which enables marketers to discover and target segments across private TV, social, digital, and mobile marketplaces. Data types currently supported through Audience Hub include first-party data such as CRM lists and DMP segments, third-party data such as purchase and demographic data, 4C Affinities from brand engagements on social media, Teletrax television monitoring data from more than 2,100 global TV channels, Inscape viewership from more than 8 million opted-in Smart TVs, and Nielsen viewership from 100,000+ People Meter respondents.
- Content management with Creative Hub, a central location to host and manage assets across platforms. Creative Hub streamlines creative development and approval processes with user-level permissions for uploading assets, providing approvals, and launching ads, as well as the ability to create multiple variations of ads at once from a single video or image asset.
- Centralized, unified measurement through Report Center, a tool that surfaces campaign insights, tracks KPIs, and combines separate reports into a single file across inventory, campaigns, teams, and platforms.
“Until now, marketers haven’t been able to market the way that consumers consume – seamlessly across screens, at the time and place of their choosing. Additionally, the business of buying and selling media has lacked advanced intelligence about the audiences that media is designed to reach,” said Lance Neuhauser, CEO, 4C. “Scope fixes these legacy issues in the only platform designed for both digital and TV marketers, based on 4C’s work with the world’s largest agencies, brands, and media platforms as these domains have grown closer and closer together.”
4C clients report strong improvements in marketing performance through the platform. Nearly half of all clients see up to a 25% increase in return on advertising spend (ROAS) using 4C; nearly a quarter see increases of 26-50%, and one in five see increases of 51-75%. Additionally, 4C boasts the highest-rating for cross-channel advertising software based on user satisfaction.
Recommended Read: TechBytes with Aaron Goldman, Chief Marketing Officer, 4C