ABC Sales Announces Expanded Relationship with 4C Insights
ABC Sales today announced an expanded relationship with social intelligence company 4C Insights, aimed at improving how social engagement insights can be used to enhance the value of large scale TV investments. The two parties are extending their relationship after a number of successful live event proof-of-concept tests on ABC over the past eight months.
During that time, 4C measured social connections between advertisers, performers, presenters, and different award show telecasts. The initiative quantified a five to fifteen times increase in social affinity for brands integrated into telecasts for the three day period following the event, compared to the three days prior.
With direct access to billions of public social media connections across Twitter and Facebook, 4C has the unique ability to identify the strength of connections between people, brands, networks, and more.
"We believe there is tremendous upside in better understanding the relationship between how audiences engage with programs and brands -- that's what we love about 4C's focus," said Adam Gerber, VP Sales Development and Marketing for ABC. "We are using 4C to design better sponsorship opportunities and showcase value delivered through increased social affinity. It's a big win for ABC and for our clients."
Over the next six months, the two companies plan to develop Syndicated tools that will help bridge viewers' social activity with TV advertising offerings in an actionable way. During that time, ABC will be the exclusive broadcaster working with 4C.
"As a company focused on social data, it was critical for us to work with a leader in the television industry who wanted to innovate, collaborate, and ultimately create something with the potential to change the industry," said Lance Neuhauser, CEO of 4C. "ABC has been all of that and more -- their involvement has helped us progress rapidly and we're excited to grow the relationship further."
4C works closely with advertisers through partnerships with agency holding companies and recently worked collaboratively with Facebook to release a study to identify affinity-based connections between 200 brands and over 800 programs.
About The ABC Television Network:
The ABC Television Network is part of The Disney/ABC Television Group, which is composed of The Walt Disney Company's (NYSE: DIS) global entertainment and news television properties, owned television stations, and radio stations. This includes ABC Entertainment Group, ABC News, ABC Owned Television Stations Group, Disney Channels Worldwide, ABC Family, Radio Disney, Disney|ABC Domestic Television, and Disney Media Distribution. The company's equity interests in A&E Networks, Hulu, and Fusion rounds out the Group's portfolio of media businesses.
With more than 275 executives and staff, ABC Sales handles advertising sales and integrated marketing initiatives on the ABC Television Network, as well as all digital and new media platforms. Through the leadership of President Geri Wang, ABC Sales has extended advertising opportunities and value beyond the traditional broadcast network into innovative approaches to new media and digital applications.
About 4C Insights:
4C is a social intelligence platform that collects public social data and applies its exclusive analysis and mapping algorithms to measure the strength of connections between brands, networks and their programs. 4C combines 20 years of Northwestern University research in computational Science by Chief Scientist, Dr. Alok Choudhary, with proven advertising acumen to reveal new audience insight for brands and agencies. It is one of the few companies worldwide that is a Facebook Preferred Marketing Developer Ads and Insights partner, a Twitter Ads Certified, and a LinkedIn Certified Ads Partner. The company has offices in Chicago, New York, Seattle and Singapore. For more information, visit http://www.4Cinsights.com/.