February 1, 2016 Last Updated 1:07 pm

4C and Kantar Media partner on cross-screen media solution for political advertising

Today is a pretty good day to announce a political advertising partnership, the day of the Iowa caucuses. You should read through the release to see what these two companies plan on doing with political advertising, something that I am sure is being done is other areas, as well.

For example, the Clinton or Trump campaigns can synchronize digital and mobile ads when their own TV spots air, or they can run conquesting ads when those for Sanders or Cruz appear. The 4C solution can even trigger a specific campaign ad when any candidate mentions a key issue such as climate change or healthcare reform.

Not sure of the legality of one campaign “synchronizing” with another, but the point is understood: we are going to see more and more ads appear when triggered by other content.

Here is the announcement coming from Chicago-based 4C:


CHICAGO, IL – February 1, 2016 – Today, 4C, a data science and media technology company, and Kantar Media, a global leader in media intelligence, announced they have partnered to launch a cross-screen media solution for targeted political advertising in the United States. By merging detailed ad metadata from Kantar Media with its TV Synced Ads product, 4C will enable political advertisers to synchronize ads across TV, digital and mobile devices with contextual triggers.

Through its proprietary Teletrax technology, 4C harvests and fingerprints each TV ad for the U.S. presidential race. Meanwhile, Kantar Media’s Campaign Media Analysis Group (CMAG) scrutinizes and tags each TV creative according to the key issues and more nuanced messages contained in the ad, along with rich metadata including the sponsor, type of sponsor, party affiliation, tone, named targets, and more. The CMAG data is integrated in the 4C TV Synced Ads product to enable political advertisers to deliver messages to voters on second-screens aligned with TV commercials as they air.

For example, the Clinton or Trump campaigns can synchronize digital and mobile ads when their own TV spots air, or they can run conquesting ads when those for Sanders or Cruz appear. The 4C solution can even trigger a specific campaign ad when any candidate mentions a key issue such as climate change or healthcare reform.

“Kantar Media’s CMAG data helps our clients quickly understand both the entire competitive airscape and the specific strategies of individual advertisers, both friendly and unfriendly, so they can respond to it all,” said Elizabeth Wilner, senior vice president for political advertising at Kantar Media. “We are thrilled to be partnering with 4C to launch this innovative solution enabling political advertisers to target and message more robustly to their key voters.”

This solution meets the growing demand for responsive advertising in a hyper-competitive political landscape. Kantar Media projects that $4.4 billion will be spent on political TV advertising throughout the 2016 election cycle. 4C’s partnership with Kantar Media helps political marketers take advantage of the 87 percent of consumers who use other devices while watching TV and move voters to action by surrounding them with targeted messages.

“The strategic partnership between Kantar Media and 4C provides an innovative way for candidates, parties and issue-based campaigns to leverage TV to drive multi-screen engagement with voters,” said Lance Neuhauser, CEO at 4C. “Furthermore, it adds another dimension for political advertisers to swing votes from competitors via second-screen conquest.”

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