Tell us about your recent announcement about acquiring stakes in iQ Media?
We’ve made an investment and formed a new company called Kinetiq that combines iQ Media with 4C’s Teletrax. Kinetiq will operate independently and represents the world’s largest unified TV intelligence network. At 4C, we’re focused on building the leading self-service software for brands to execute video-centric marketing and optimize business outcomes. We have an unprecedented foundation of data science, engineering, and technology development that allows us to deliver value to our clients invest in our futures together. Our roots trace back more than 30 years with my co-founder Dr. Alok Choudhary and his ground-breaking research in computational science. He was working with big data before we knew to call it that! Alok will be the Chairman of the Board for Kinetiq so he’ll be able to help steward the new company and ensure it delivers on its promise.
What is Kinetiq and how could 4C customers benefit from this platform?
Kinetiq offers paid and earned media measurement, monitoring and signaling across local, national and global markets. The combination of Teletrax and iQ Media provides value to video content providers, sports federations, broadcasters, brands, agencies and software partners. Kinetiq clients gain the ability to evaluate and measure TV and video with the same speed, accuracy and agility as digital media. As for 4C, data and insights from Kinetiq are automatically integrated into our Scope platform so marketers can analyze performance for their brands, benchmark against competitors, and immediate update campaigns to improve results.
How do you keep up with the highly-disruptive Adtech industry?
4C prides itself on having a highly agile team. One of our core values at 4C is adaptability, meaning we don’t just accept change, we don’t just embrace it, we create it. Consumer behavior is changing rapidly, with the ability to capture attention becoming increasingly difficult with the sheer amount of content to choose between. 4C is disrupting the industry by empowering brands to take control of their data and deploy it across channels with the power of sight, sound, and motion. We can truly understand each brand’s audience, content, channel, and brand preferences in order to reach consumers where they are most likely to respond. .As the realities of media, advertising, and technology continue to evolve, we’re constantly looking for ways to give our clients an edge.
What are the biggest factors impacting the current state of TV Advertising? How much has TV analytics evolved in the last two years?
TV advertising has long been the biggest opportunity for brands to reach large audiences, but it’s been limited to the advertisers with the biggest budgets. The democratization of TV advertising through advanced TV solutions is allowing brands with smaller budgets to get into the TV game and is therefore changing the balance so that brands with the best grasp of data-driven advertising now have the upper hand. Industry players are adapting to these changes at different paces, which means that an industry-wide standard of planning and measurement for advanced TV is yet to be set in stone. For those brands, networks, and technology providers who are leading the change, cross-channel analytics mirroring those in digital have begun to bolster traditional TV analytics. At the end of the day, though, it all comes down to proving an impact on business outcomes and our approach at 4C is to help brands BYOD (bring-your-own-data) to the table to measure effectiveness.
How is TV Advertising intelligence different from other cross-channel adtech platforms?
Kinetiq’s TV intelligence goes well beyond advertising. It includes earned media, branded content, program sponsorships, logo integration, etc. This enables a full 360 view of the return on marketing investment. With this information ingested into the Scope by 4C platform we can make the intelligence immediately actionable through bespoke audience targeting and real-time campaign optimization.
Thank you for answering all our questions!
Lance Neuhauser is CEO of 4C, a global leader in data science and marketing technology that delivers self-service software for brands to execute video-centric advertising and optimize business outcomes.
Leading marketers, 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 unified audiences, activation, and analytics on linear television, social media, over-the-top content, and digital commerce.
Lance is a big believer in the application of data-driven strategy. Early in his career, he recognized that traditional advertising is broken as it focuses on demographics, not real people. Lance formed 4C to address this gap and help marketers achieve their goals through mining TV and social data for insights and connecting it across channels and screens.
Prior to 4C, Lance founded The Echo System, served as EVP, U.S. Director of Digital at PHD Media, and was Co-Founder & Managing Director of Resolution Media, which sold to Omnicom.
4C is global marketing technology company that delivers a unified platform for audience intelligence and media activation. 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 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.