MIAMI \u2013 Sometimes you need to learn from new media channels in order to better understand and use the ones that are much older. Social media and television is a case in point.<\/p>\n

Media technology provider 4C Insights<\/a> cut its teeth on digital platforms like Facebook, Instagram, Twitter and others. As it shifts into the linear television space to enable more precise audience targeting, it\u2019s an instance of TV \u201cborrowing a plan from the digital playbook,\u201d says Chief Product Officer Anupam Gupta.<\/p>\n

In this interview at the recent Beet Retreat Miami 2017<\/a>, Gupta explains some of the more important learnings gained from the social media space and reflects on the company\u2019s programmatic venture with NBCUniversal.<\/p>\n

Given their advanced advertising infrastuctures, which enable granular audience targeting, the big social media platforms provide fast measurement for campaign optimization.<\/p>\n

\u201cThose are good and those are learnings that I think you can apply to, let\u2019s say, the world of TV where you want to target better, you want to have more programmatic tools and you want to measure and optimize faster.\u201d<\/p>\n

Another learning is that the data in social media \u201cis huge and it\u2019s real-time,\u201d providing brands with consumer insights that can be used to identify the kinds of consumers they want to target. \u201cWe call it the unlimited focus group,\u201d says Gupta.<\/p>\n

The third learning he cites is the huge reach of social media. \u201cSo when you\u2019re doing a true cross-channel campaign and if you need to find more reach or more frequency, you can use social media as an additive channel let\u2019s say to television.\u201d<\/p>\n

Asked about the industry\u2019s quest for uniform cross-platform audience measurement, Gupta says the focus should be on business objectives. Some brands are after upper-funnel lift, others actual sales impact and yet others everything in between.<\/p>\n

\u201cAt the end of the day yes, there is a strong desire to measure things, but to has to tie back to the objectives that a marketer has,\u201d says Gupta.<\/p>\n

In a deal announced in October, the 4C platform has programmatic access to NBCU inventory that isn\u2019t sold in the Upfront.<\/p>\n

\u201cNow you can bring the audience intelligence to bear against that inventory, build a plan that essentially hits the audience you\u2019re going after and execute on that just like you do digital campaigns,\u201d Gupta says.<\/p>\n

This video was produced at the Beet Retreat Miami, 2017 presented by Videology along with Alphonso and 605. For more videos from the event, please visit this page<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

MIAMI \u2013 Sometimes you need to learn from new media channels in order to better understand and use the ones that are much older. Social media and television is a case in point. Media technology provider 4C Insights cut its teeth on digital platforms like Facebook, Instagram, Twitter and others. As it shifts into the […]<\/p>\n","protected":false},"author":17,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[6898],"tags":[5279,5301,3384,5395,5609,5883,5934,5935,6899],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/49291"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=49291"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/49291\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=49291"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=49291"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=49291"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}