The State of Media Q4 2018 - 4C Insights
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The State of Media Q4 2018
Contents INTRODUCTION...................................................... 2 THE RISE OF D2C.................................................... 3 TV ADVERTISING.................................................... 7 US Broadcast & Cable TV Ad Rankings........................................................7 US NFL TV Ad Rankings................................................................................7 UK TV Ad Rankings.......................................................................................8 TV Social Lift Rankings..................................................................................9 Seasonal TV Social Lift Rankings.................................................................10 DIGITAL ADVERTISING..........................................11 Facebook, Inc.............................................................................................. 11 LinkedIn.......................................................................................................12 Pinterest......................................................................................................13 Snapchat......................................................................................................13 Twitter..........................................................................................................14 CONCLUSION........................................................ 15 Meet the Metrics.........................................................................................15
Introduction
The state of the media industry is constantly evolving,
and in keeping with these changes, so is the State
of Media Report. When 4C started publishing these
reports, we titled them the State of Social. In 2018,
we shifted to the State of Media in order to better
capture a full view of the industry, from digital to
TV advertising. In 2019, we’re sticking with the State
of Media, but instead of taking a high-level view of
industry trends, each quarter we’ll be digging into a
key theme that is impacting the entire industry. To kick
off this new view of the State of Media, we’re focusing
on the rise of direct-to-consumer (D2C) brands and
the lessons that all marketers can learn and apply to all
aspects of their media strategies.
We’ll also still be reporting the digital and TV
advertising benchmark data you’ve come to know
and love in our State of Media Reports. This quarter’s
report includes:
TV ADVERTISING
• Using 4C’s proprietary Teletrax™ TV monitoring
technology, we looked at ad occurrences and
social lift across national and local television.
• The total coverage for our Q4 report included
1,200+ channels in the US (including all 210 DMAs)
and the UK.
DIGITAL ADVERTISING
• Using a representative sample of brands active on
4C across Facebook, Instagram, Twitter, LinkedIn,
Pinterest, and Snapchat, we looked at trends in ad
spend, pricing, and engagement rates.
• The total sample for our Q4 report included
roughly $350 million in global media spend across
1,000+ brands.
The State of Media Advertising Q4 2018 Page 2 ©2019 4C Insights, Inc.
The Rise of D2C If you follow our content, you’ve probably heard 4C’s Enter the direct-to-consumer (D2C) trend. This mantra for the industry: marketers need to market new segment of brands has turned away from the the way consumers consume. And while this certainly traditional retail model, cutting out the middleman means that marketers need to create strategies and in order to sell, as the name suggests, directly to campaigns that work across platforms and screens, it consumers. In many cases, D2C brands have further also means something even more critical: marketers reduced their overhead by maintaining a digital- must create a direct relationship between their brand only presence, reducing costs for themselves while and their customers. creating an environment for collecting vast amounts As marketers have been working towards customer- of consumer data. In this new reality, D2C brands centricity, several consumer-led forces have come are able to provide products to consumers at lower together to create a new phenomenon in commerce costs but, more importantly, leverage the closed- and marketing: loop transaction process for competitive advantage. 1. We now live in a world where consumers make choices about brand preferences based not only on product qualities but also on characteristics of the brand itself. Nearly half of consumers say their brand preferences are based on a connection with the brand’s identity or core values. 2. Social media platforms have created more opportunities than ever before for direct communication between brands and consumers. In fact, research shows that more people follow brands on social media than follow celebrities. 3. Consumers are tired of paying more for products due to factors that are out of their control. The traditional retail model involves a third-party seller, which typically increases a product’s price, sometimes well beyond what a consumer may be willing to pay. The State of Media Advertising Q4 2018 Page 3 ©2019 4C Insights, Inc.
Over the past few years, we’ve seen D2C brands disrupt nearly every industry, from mattresses to razors to
fitness. To take a closer look at the consumers engaging with these brands, we used 4C Brand Compass to dig
into the audiences of five of the biggest D2C brands.
TOP AUDIENCE PERSONAS AND INTERESTS FOR LEADING D2C BRANDS
Top Persona Top Interest Top Value Top Celebrity Top Brand Top TV Show
Living the World Lara Blue
Weightloss Total Divas
Dream Hunger Relief Spencer Apron
Rich Advertising Women’s Citizen Restaurant
Kehlani
Provincials & Marketing Health Watches Impossible
The Simple Nature Rob Alien Bayou
Movies
Life Conservation Dyrdek Workshop Billionaires
Advertising Public Health in Carly
Bus to Work Travelocity Pawn Stars
& Marketing Developing Nations Fiorina
Successful DIY Veterans Benjamin Basketball
Joy Cho
Professionals Crafting Causes Moore Wives
So what’s enabling D2C brands to engage with these audiences and disrupt their industries? It’s simple: they
have data and they aren’t afraid to use it. By cutting out the middle-man, D2C brands create mutually-beneficial
direct relationships with customers. And because of their digitally-oriented businesses, they’re very comfortable
with harnessing this data to reach their consumers effectively across digital channels and screens. “One of the
most important advantages D2C brands have is that they are able to learn more about their consumers with
owned data than more traditional brands would without digital data. By owning the transactional relationship,
these brands can collect valuable data in-house, and can predict future customers through tools like lookalike
audiences,” says 4C Client Success Director, Peter Malile.
See "Meet the Metrics" on page 15.
The State of Media Advertising Q4 2018 Page 4 ©2019 4C Insights, Inc.
What’s more, D2C brands view marketing as an While D2C brands are shaking up industries and
investment not an expense. As 4C Client Success making their mark in the advertising world, incumbent
Director Gregg Heslop notes, “The rise of direct- brands certainly aren’t sitting idly on the sidelines. In
to-consumer brands continues to disrupt not only the order to remain competitive, traditional brands are
brand’s market but the marketing industry. Brands beginning to take a page out of the D2C playbook.
can connect directly with their end consumer without Nike, for example, has a long history as a traditional
needing the overhead of brick and mortar locations. retailer, but is making moves to compete with D2C
Instead, they spend those dollars on building their brands like Allbirds. The brand, which expects to hit
data infrastructure and expanding across multiple $50 billion in sales by 2020, has ramped up its focus
platforms.” As D2C brands continue to grow, many on digital platforms like Nike.com and a fleet of global
are now expanding their advertising efforts to include apps. The company has even gone so far as to acquire
non-digital channels like TV, where they can broaden Zodiac, a customer data and analytics company, to
their reach and apply insights to better connect with beef up its data-driven strategies. Nike also continues
their audience. In fact, one of 4C’s 2019 predictions to leverage traditional advertising channels like
is that we’ll see at least two D2C brands enter the TV, most recently with the revamped “Just Do It”
list of top 15 TV advertisers this year. Check out the campaign, which sparked conversation and sales
chart below for a comparison of how D2C brands vs around the world.
incumbents are spending on TV.
2018 D2C TV AD RANKINGS
RANKED AD NUMBER CHANGE CATEGORY BRAND AD AD
ADVERTISER MINUTES OF SPOTS YoY COMPARISON MINUTES SPOTS
1. Wayfair 162 326 N/A Walmart 750 1,958
2. Uber 132 300 663% Chevrolet 2,185 4,417
3. Peloton 50 107 -35% Planet Fitness 152 360
4. Hello Fresh 41 115 13% Kroger 49 173
5. Jet 29 76 N/A Walgreens 340 681
6. Plated 21 24 -25% Kroger 49 173
7. Stitch Fix 18 38 16% Macy’s 582 2,020
8. Letgo 13 47 -26% eBay 76 222
9. Dollar Shave Club 5 13 254% Gillette 203 573
10. Casper 3 7 -36% Mattress Firm 342 892
See "Meet the Metrics" on page 15.
The State of Media Advertising Q4 2018 Page 5 ©2019 4C Insights, Inc.
Following the lead of D2C brands and evolving brands like Nike, there are a couple strategies incumbent brands can adopt: APPLY DATA TO TV While D2C brands do invest in marketing, the reality is that they don’t have the same marketing budgets as incumbent brands, so they have been forced to look for more efficient, highly-targeted methods for TV and video advertising, like audience-driven scatter buys through Scope by 4C™. Incumbent brands can take the same approach. “It’s not just about eyeballs anymore, it’s about the right eyeballs,” says 4C SVP, Sales, Amjad Shehade. “While TV has historically been a channel for reach, direct-to-consumer brands are approaching it more as a direct response channel. The use of data-driven TV strategies and advanced TV solutions are allowing for a fundamental shift in TV, where financial barriers to entry are reduced and a brand’s return on its investment is much more easily measured.” USE AUDIENCE INSIGHTS While traditional brands may not have access to as much first-party audience data as their D2C competitors, that doesn’t mean they can’t use data-driven strategies to reach their audiences. Using tools like 4C Brand Compass, brands can uncover insights about their audiences – or their competitor’s audiences – like brands, TV shows, and celebrities that they interact with on digital platforms, causes they care about, and personas they align with. Whether it’s through strategic acquisitions or the adoption of cross-channel, data-driven marketing, expect to see all brands making moves to become more consumer-centric in 2019. The State of Media Advertising Q4 2018 Page 6 ©2019 4C Insights, Inc.
TV Advertising
From traditional television to digital platforms, marketers are turning to video formats more and more in order
to reach and engage their audiences across screens. In fact, as of Q4, nearly 60% of advertising that runs
through 4C includes video assets. To find the brands that are advertising the most across broadcast and cable
in the US and UK, as well as the top NFL advertisers in the US, we use our Teletrax TV monitoring network.
While we’re seeing D2C brands break into TV advertising, traditional brands still represent the top advertisers
in terms of total airings.
BROADCAST PRIMETIME CABLE PRIMETIME
RANKED AD AD PREV RANKED AD AD PREV
ADVERTISER MINS SPOTS QoQ YoY RANK ADVERTISER MINS SPOTS QoQ YoY RANK
1. Chevrolet 721 1,482 33% 105% 4 1. Geico 9,926 19,983 19% 31% 1
2. Ford 576 1,193 4% 69% 3 2. Liberty Mut. 6,049 16,183 27% 91% 5
3. Toyota 527 1,211 -9% 37% 1 3. HUMIRA 4,516 4,519 10% 15% 7
4. Nissan 506 1,052 -12% 105% 2 4. Domino’s 4,476 11,408 -7% 79% 4
5. Geico 450 936 5% 28% 5 5. Universal Pict. 4,354 8,332 35% 234%
6. Target 348 1,186 74% 18% 6. Progressive 4,135 8,507 -33% 5% 2
7. Facebook 339 759 543% N/A 7. T-Mobile 3,849 9,271 23% 15%
8. McDonald’s 324 909 11% 79% 8. Verizon 3,195 7,623 -22% -19% 6
9. Capital One 314 651 226% 1,012% 9. Sprint 3,186 7,347 58% 79%
10. Google 312 675 674% 9% 10. 20th Cent. Fox 3,138 5,751 7% 112%
NFL FOOTBALL
RANKED AD AD PREV
ADVERTISER MINS SPOTS YoY RANK
1. Verizon 217 532 41% 4 Chevrolet and Geico were the top advertisers across
2. Microsoft 161 344 124% 3
broadcast and cable, respectively, in the US in Q4. As
for the NFL, where ad time was up consistently year-
3. Bud Light 152 416 101% 1 over-year for each of the top ten advertisers, J.G.
4. Progressive 149 297 67% 2 Wentworth took the top spot.
5. Geico 144 295 54% 5
See "Meet the Metrics" on page 15.
6. Ford 106 217 178%
7. J.G. Wentworth 105 122 219%
8. Toyota 104 242 55%
9. Lexus 100 288 12%
10. Hyundai 89 191 24%
The State of Media Advertising Q4 2018 Page 7 ©2019 4C Insights, Inc.
UK TV Ad Rankings
In the UK, grocery chain Argos was the biggest TV advertiser overall, coming in second on both the Free to Air
Peak TV and Pay TV rankings. Amazon and Currys PC World took the top spots for Free and Pay TV.
OVERALL FREE TO AIR PEAK
RANKED AD AD PREV RANKED AD AD PREV
ADVERTISER MINS SPOTS QoQ YoY RANK ADVERTISER MINS SPOTS QoQ YoY RANK
1. Argos 7,890 17,877 182% 1% 1. Amazon 1,926 4,458 152% 72%
2. Amazon 6,468 14,426 122% 53% 2. Argos 1,912 4,279 188% 18%
3. Currys PC World 6,406 12,446 52% 47% 6 3. Tesco 1,443 4,148 232% 68%
4. Tesco 4,714 13,875 169% 43% 4. McDonald’s 1,424 2,868 6% 63% 2
5. Direct Line 4,661 9,335 -34% 124% 1 5. Dior 1,314 2,637 774% 99%
6. ASDA 4,533 11,337 59% 1% 6. ASDA 1,294 3,194 47% 10% 9
7. McDonald’s 4,356 9,088 3% 41% 5 7. Apple 1,129 2,160 94% 7%
8. Oral-B 4,167 8,992 -5% 16% 4 8. Morrisons 1,124 2,905 88% 86%
9. Morrisons 3,986 10,656 122% 81% 9. Oral-B 1,103 2,354 31% 110% 10
10. Dior 3,836 7,773 710% 65% 10. M&S 1,050 1,880 872% 72%
PAY TV PEAK
RANKED AD AD PREV
ADVERTISER MINS SPOTS QoQ YoY RANK
1. Currys PC World 960 1,856 81% 42% 4
2. Argos 908 2,057 317% -20%
3. Amazon 864 1,865 99% 39% 8
4. Tesco 725 2,106 242% 87%
5. McDonald’s 647 1,371 34% 64% 6
6. Chanel 634 1,235 313% 30%
7. Amazon Prime 634 817 574% 575%
8. Huawei 622 1,207 808% 2,121%
9. Compare The Market 604 1,532 -38% 52%
10. Direct Line 537 1,078 -35% 138% 1
See "Meet the Metrics" on page 15.
The State of Media Advertising Q4 2018 Page 8 ©2019 4C Insights, Inc.
TV Social Lift Rankings
Consumers don’t interact with media in a vacuum, and because of the second-screening phenomenon, TV and
digital media have become inextricably linked. Brands with data-driven strategies are mimicking this consumer
behavior by using digital audience data to inform TV buys, and vice versa. By combining our proprietary
Teletrax™ TV monitoring data with brand engagements across Facebook and Twitter, we calculate a brand’s
TV Social Lift, or increase in engagement following TV ads. In Q4, Ebay saw the greatest lift in social media
engagement on broadcast TV in the US, thanks in part to ads highlighting children opening gifts during the
holiday season. Netflix maintained its top spot for cable advertisers, with trailers for programming like The
Kominsky Method and Mowgli: Legend of the Jungle. In the UK, Vodafone joined the rankings and took the
top spot, as its holiday ad featuring actor Martin Freeman resonated with audiences.
US CABLE US BROADCAST
RANKED TV SOCIAL TV PREV RANKED TV SOCIAL TV PREV
ADVERTISER LIFT IMPACT SPOTS RANK ADVERTISER LIFT IMPACT SPOTS RANK
1. Netflix 83% 4,628 1 1. Ebay 127% 461
2. Walmart 75% 35,824 2. DirecTV 102% 753 10
3. Ebay 74% 8,923 3. Taco Bell 85% 537
4. Arby's 73% 16,820 5 4. Target 85% 3,194 6
5. Taco Bell 67% 41,082 10 5. T-Mobile 80% 1,244 8
6. Target 65% 30,008 6 6. Walmart 74% 2,797
7. Oreo 65% 4,268 7 7. Subway 73% 762 9
8. LEGO 64% 15,453 2 8. Arby's 72% 630 5
9. Amazon.com 61% 26,458 4 9. Home Depot 65% 776
10. Red Bull 60% 7,412 10. Disney 63% 1,528
UK TV
RANKED TV SOCIAL TV PREV
ADVERTISER LIFT IMPACT SPOTS RANK
1. Vodafone 128% 3,086 See "Meet the Metrics" on page 15.
2. Virgin Media 120% 2,314 1
3. O2 112% 2,975 2
4. Morrisons 112% 10,646 7
5. EE 110% 3,727 8
6. Tesco 107% 13,863 5
7. Marks & Spencer 99% 5,503
8. BT 97% 24,948
9. John Lewis 96% 4,794
10. Channel 4 95% 15,893 6
The State of Media Advertising Q4 2018 Page 9 ©2019 4C Insights, Inc.Seasonal TV Social Lift Rankings
Each quarter, television events around the world capture consumer attention, so we always choose a couple
to highlight in our TV Social Lift Rankings. This quarter, we looked into the phenomenon that is Christmas
advertising in the UK, where John Lewis’s spot featuring British legend Elton John took the top spot. We also
looked into advertising during the full NFL season, where T-Mobile, which ran spots featuring actor Rainn
Wilson, came out on top.
UK CHRISTMAS ADS NFL
RANKED TV SOCIAL TV RANKED TV SOCIAL TV
ADVERTISER LIFT IMPACT SPOTS ADVERTISER LIFT IMPACT SPOTS
1. John Lewis 135% 846 1. T-Mobile 146% 113
2. Tesco 115% 4,457 2. Walmart 114% 219
3. Aldi 106% 2,455 3. Gillette 112% 115
4. Morrisons 99% 3,197 4. Toyota 102% 322
5. Asda 97% 3,844 5. Chevrolet 93% 220
6. Lidl 95% 1,920 6. Burger King 93% 445
7. Argos 89% 6,109 7. Taco Bell 92% 292
8. Boots 84% 1,477 8. Verizon 89% 527
9. Marks & Spencer 83% 2,076 9. Sprint 80% 178
10. Amazon 73% 7,181 10. Progressive 79% 273
See "Meet the Metrics" on page 15.
The State of Media Advertising Q4 2018 Page 10 ©2019 4C Insights, Inc.Digital Advertising
Digital advertising spend through 4C continued
to grow quarter-over-quarter in Q4, with a 23%
increase overall. Growth was led primarily by
Pinterest and Snapchat, which saw 43% and 29%
increases, respectively
Facebook, Inc.
Facebook continues to develop its suite of products, with updates like Shopping for Instagram Stories and
Explore, further investment in Facebook Watch, and new platforms for improving ad targeting like Portal.
As the company introduces new advertising opportunities and paves the way for a Stories-driven future, brands
continue to invest.
FACEBOOK, INC SPEND QoQ CPM CTR CPC CPM QoQ CTR QoQ CPC QoQ
Overall 16% $5.14 0.71% $0.72 29% 19% 8%
Facebook and Instagram saw a 16% increase in advertising spend through 4C in Q4. The cosmetics and travel
verticals led growth through 4C across Facebook and Instagram.
VERTICAL SPEND QoQ CPM CTR CPC CPM QoQ CTR QoQ CPC QoQ
Cosmetics/Hygiene 331% $4.96 0.69% $1.39 $0.23 15% -6%
Travel 191% $7.80 1.03% $1.32 $0.38 -18% -40%
See "Meet the Metrics" on page 15.
The State of Media Advertising Q4 2018 Page 11 ©2019 4C Insights, Inc.LinkedIn
LinkedIn advertising spend through 4C increased 17% QoQ in Q4. Ad formats like LinkedIn Video Ads, launched
in mid-2018, continue to help drive growth on the platform by giving B2B brands more opportunities to reach
their target audiences.
LINKEDIN SPEND QoQ CPM CTR CPC CPM QoQ CTR QoQ CPC QoQ
Overall 17% $30.03 0.40% $7.56 -2% 15% -15%
With the midterm elections taking place in the US, Government advertisers increased advertising spend through
4C by 926% on LinkedIn in Q4. Entertainment brands also contributed heavily to growth on the platform.
VERTICAL SPEND QoQ CPM CTR CPC CPM QoQ CTR QoQ CPC QoQ
Government 926% $40.43 0.14% $28.20 102% -72% 624%
Entertainment 472% $32.68 0.42% $7.82 7% 3% 4%
See "Meet the Metrics" on page 15.
The State of Media Advertising Q4 2018 Page 12 ©2019 4C Insights, Inc.Pinterest
In August, Pinterest introduced Max Width Video Ads for all advertisers, creating more opportunities for
brands to leverage video on the platform. This engaging format helped fuel Pinterest’s ad spend through 4C
to grow 43% QoQ.
PINTEREST SPEND QoQ CPM CTR CPC CPM QoQ CTR QoQ CPC QoQ
Overall 43% $3.67 0.69% $0.53 11% 18% -6%
In keeping with its place as a platform for visual inspiration, the health and apparel verticals helped lead
advertising growth on Pinterest through 4C in Q4.
VERTICAL SPEND QoQ CPM CTR CPC CPM QoQ CTR QoQ CPC QoQ
Health 408% $3.56 0.26% $1.38 -4% -28% 32%
Apparel/Fitness 186% $4.59 0.46% $1.01 16% 7% 8%
Snapchat
Snapchat advertising spend increased 29% QoQ through 4C. Snap’s late-2018 additions like Visual Search,
voter registration, and Snap Originals continue to draw in audiences, and advertisers are leveraging the
platform’s video-only, interactive formats to capture their attention.
SNAPCHAT SPEND QoQ CPM SUR CPSU CPM QoQ SUR QoQ CPSU QoQ
Overall 29% $3.27 0.56% $0.58 26% 91% -34%
Advertisers in the home & garden and legal industries upped their Snap Ads spending through 4C in Q4,
contributing to the overall growth.
VERTICAL SPEND QoQ CPM SUR CPSU CPM QoQ SUR QoQ CPSU QoQ
Home & Garden 311% $3.12 1.04% $0.30 127% 74% 30%
Legal/Financial 253% $2.92 0.53% $0.55 -3% -1% -2%
See "Meet the Metrics" on page 15.
The State of Media Advertising Q4 2018 Page 13 ©2019 4C Insights, Inc.Twitter
Advertising spend on Twitter increased 8% QoQ through 4C in Q4. Unique placement options like Twitter Poll
Cards continue to appeal to advertisers, aiding the platform’s growth.
TWITTER SPEND QoQ CPM CTR CPC CPM QoQ CTR QoQ CPC QoQ
Overall 8% $7.68 0.96% $0.80 17% 22% -4%
Telecommunications and health advertisers saw significant increases in Twitter ad spend through 4C in Q4.
VERTICAL SPEND QoQ CPM CTR CPC CPM QoQ CTR QoQ CPC QoQ
Telcomm 128% $4.24 1.17% $0.36 4% -2% 6%
Health 86% $9.37 0.43% $2.18 31% 14% 14%
See "Meet the Metrics" on page 15.
The State of Media Advertising Q4 2018 Page 14 ©2019 4C Insights, Inc.In Conclusion
As we kick off 2019, brands are recognizing the
importance of consumer centricity, whether they’re
data-fueled D2C brands or traditional brands looking
to co-opt D2C strategies. At the end of Q1, we’ll be
back with another State of Media Report to dig into how
brands leveraged digital and video placements across
channels and screens to connect with their audiences.
Meet the Metrics
Audiences: 4C Brand Compass uncovers Personas, Interests,
Values, and Social causes by applying 4C’s patented machine
learning algorithms on top of public brand engagement data.
CPM: Cost-Per-Thousand Impressions based on total spend
and impressions across all publisher's campaigns. Includes all
campaign objectives.
CPC: Cost-Per-Click based on total spend and total clicks across
all publisher's campaigns. Includes all campaign objectives.
SUR: Swipe-Up Rate based on total impressions and Swipe-Ups
CTR: Click-Through Rate based on total impressions and clicks across all Snapchat campaigns. Includes all objectives.
across all publisher's campaigns. Includes all campaign objectives.
TV Ad Rankings: To understand which brands are most active on
Total Spend QoQ: Change in publisher's social advertising TV, 4C tracks ads across broadcast and cable networks, covering
spend through 4C from Q3 2018 to Q4 2018. more than 2100 channels in 76 countries. Advertisers are ranked
CPM QoQ: Change in publisher's CPM from Q3 2018 to Q4 2018. according to total ad minutes aired in each category.
CPC QoQ: Change in publisher's CPC from Q3 2018 to Q4 2018. TV Social Lift: By comparing each brand’s social media
engagements in the two-minute period after the start of a TV
CTR QoQ: Change in publisher's CTR from Q3 2018 to Q4 2018. ad to the brand’s average social media engagement rate, 4C
CPSU: Cost Per Swipe-Up based on total spend and total calculates the TV Social Lift Impact. Ultimately this is a measure
Swipe-ups acro ss all Snapchat campaigns. Includes all campaign of how much more likely a consumer is to engage with the brand
objectives. on social media after seeing its TV ad.
The State of Media Advertising Q4 2018 Page 15 ©2019 4C Insights, Inc.ABOUT 4C 4C is global marketing technology company that delivers a unified platform for audience discovery, media execution, and performance analysis. 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 Amazon, 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. Visit www.4Cinsights.com for more information.
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