4C Insights

Why Smart Brands Aren’t Scared of Sports TV Ratings Declines - Especially Not Now Posted on 05-11-2020
The postponement and cancelation of every major sports league has created an entirely new reality for marketers and broadcasters alike. Sports have emerged as the absent center of the media...
Convergent TV’s Promise Lies in the Balance of Contextual and Audience Targeting Posted on 11-22-2019
Given the current regulatory climate around consumer privacy, many ad industry observers are anticipating a broad move away from audience-based targeting in the digital space, with contextual targeting increasingly being...
Research: Advertisers Pursuing Cross-Channel Buys, But Measurement Challenges Remain Posted on 06-28-2018
A survey conducted by 4C and Advertiser Perceptions indicates that ad buyers are pursuing cross-channel campaigns but remain challenged by a lack of unified measurement. The survey, of 300 ad...