Turner took the segment and used its Targeting Now solution to create an optimized schedule it estimated would provide the most reach against that audience segment.
Targeting Now is designed to ingest virtually any data source, including a marketer’s first party data, and uses predictive technology to figure out who is likely to view a show or sports event.
4C then measured the impact of the TV ad by monitoring the difference between social media engagement two minutes before and two minutes after the ad spot by tapping into the tech it brought on board through its acquisition of Teletrax last year.
Teletrax monitors 2,100 TV channels in 76 countries and uses that data for measurement or to sync or sequence ads across channels.
“We measure the effect of TV viewing on social media behavior using the same segments,” said Dr. Alok Choudhary, founder and chief scientist at 4C. “We have the ad reference data.”
Using social media data to create linear TV segments is just the beginning. On Turner’s end, Aversano expects that social media will become a testing ground for TV spots because it provides quicker feedback and easy-to-access data insights. After optimization on social media, the best-performing ads for each segment will be shown on linear TV.
For 4C, it’s about connecting social media to other media channels. Brands should be able to use the same social media-created segments across digital media and TV.
Targeting sci-fi lovers 18-30, not just 18-30 year-olds, will become the norm.
“As the technology progresses, and as you have more addressable TV and programmatic TV, there is no reason why you can’t do highly targeted one-to-one advertisements where you minimize waste and maximize value,” Choudhary said.