Making Science

4C launches Scope to unify marketing across screens

David Murphy
Neuheuser: "The business of buying and selling media has lacked advanced intelligence about the audiences that media is designed to reach"

Data science and marketing technology company 4C has launched Scope, a unified platform that aims to help marketers discover cross-channel audience insights, execute campaigns across screens, and analyze performance in a single, self-service tool.

Fragmented media consumption has left marketers struggling to identify and reach their most valuable audiences across different channels, the company said. According to Forrester Research, the top three drivers of effective and consumer-centric media buying are better targeting, real-time optimization, and management of buys across devices. Gartner also reports that “marketing leaders lack a structured approach for defining campaign metrics and, as a result, struggle to gauge the success of their marketing campaigns, channels and tactics.”

4C said it has created Scope to help marketers achieve cross-channel success and that it is the first and only self-serve platform that combines audience intelligence, activation, and measurement across premium marketplaces, including Apple News, Facebook, Instagram, LinkedIn, NBCUniversal, Mediaocean, Pinterest, Snapchat, and Twitter.

“Scope by 4C makes it possible for Abt to deliver a relevant consumer experience, no matter which of our thousands of products a customer might be interested in, or whether someone just watched one of our TV ads, engaged with us on social media – or both,” said Bryan Benavides, director of digital marketing at Abt, the largest single-store retailer in the US. “Through Scope, we use our own first-party data and 4C’s Affinity audiences to reach the right customer at the right time and have seen our return on ad spend increase five times since using 4C.”

Scope is home to a number of solutions. It delivers audience intelligence through Brand Compass, a new solution that surfaces and visualizes persona-based insights. Brand Compass is built on the 4C Affinity Graph, a proprietary combination of TV, social, and digital data that maps how audiences are connected to media, technology, and each other. Competitive benchmarks, TV and brand affinities, and audience interests are some of the insights available from Brand Compass.

Centralized audience creation and activation is delivered by Audience Hub. This enables marketers to discover and target segments across private TV, social, digital, and mobile marketplaces. Data types currently supported through Audience Hub include first-party data such as CRM lists and DMP segments; third-party data such as purchase and demographic data; 4C Affinities from brand engagements on social media; Teletrax television monitoring data from more than 2,100 global TV channels; Inscape viewership from more than 8m opted-in Smart TVs; and Nielsen viewership from more than 100,000 People Meter respondents.

Content management is provided by Creative Hub, a central location to host and manage assets across platforms. Creative Hub streamlines creative development and approval processes with user-level permissions for uploading assets, providing approvals, and launching ads, as well as the ability to create multiple variations of ads at once from a single video or image asset.

Finally, centralized, unified measurement is delivered through Report Center, a tool that surfaces campaign insights, tracks KPIs, and combines separate reports into a single file across inventory, campaigns, teams, and platforms.

“Until now, marketers haven’t been able to market the way that consumers consume – seamlessly across screens, at the time and place of their choosing, said 4C CEO, Lance Neuhauser. “Additionally, the business of buying and selling media has lacked advanced intelligence about the audiences that media is designed to reach. Scope fixes these legacy issues in the only platform designed for both digital and TV marketers, based on 4C’s work with the world’s largest agencies, brands, and media platforms as these domains have grown closer and closer together.”