Facebook data by 4C aids media buyers
March 26, 2014
A research company working with Facebook is releasing a study showing how data from the social networking site can be used to better target and buy television commercials.
The analysis of public Facebook data by 4C, which has been applying computations science to big data for 20 years, found connections between the brands people interact with and the shows they watch.
The new study also shows new ways in which advertising on TV and Facebook can more effectively work together, reports B&C in the US.
Facebook and 4C say the data is useful to brands, media buyers and television programmers. “4C is currently working with several television networks that see tremendous value in analysing public social data to inform their program positioning and brand partnership opportunities,” said Lance Neuhauser, CEO of 4C. “One of the major networks has made educated choices about what viewers want to see and is using our affinity-based insights to inform their efforts for the upcoming upfront process.”
“We’re talking about a major milestone,” said Rob Creekmore, advertising research manger, marketing science, at Facebook. “For the first time TV media planners can use 4C’s analysis and public Facebook data to plan TV and Facebook media together.” Better data on how social campaigns interact with TV could lead to more spending on Facebook ads.
The study analyzed 150 brands in five major categories and more than 800 programs on 14 broadcast and cable networks, seeking affinities between them.
For example, the study found that the genre of programming that had the highest affiliation with financial services advertising was reality. For example, Chase’s Sapphire credit card matched up with Bravo’s Real Housewives franchise. Other offbeat matches between products and the shows with the highest affinity for them included Barbie and Saturday Night Live, Microsoft and Marvel’s Agents of S.H.I.E.L.D., and Hot Pockets and the NBC’s Sunday Night Football.
“We see the research as truly actionable,” said Neuhauser. “Too many folks see Facebook as just an activation channel. Because of the nature of social, we actually believe it can be one of the most powerful business intelligence tools that has ever come into the market.”