Social media data is key link for addressable TV marketers tuning in to interests, preferences and TV habits of consumers

Josh Dreller Marketers have just begun to scratch the surface of mining the biggest behavioral data set ever amassed: social media. 4C Insights mines what people are sharing, talking about, and posting in its raw form and provides the algorithms to process the data. Dreller adds that over time he has gotten used to meeting with marketers that advertise on television armed with two lists: One showing the 100 programs those marketers are advertising in most and the other listing the 100 shows those brands’ “engagers” are most engaged with. “Why aren’t you advertising there?” Dreller says of the discrepancy. A “fairly new data set” beyond social media consists of second-by-second feedback of how viewers are consuming media on television, according to Dreller. Among the takeaways are whether people are skipping, fast-forwarding through or changing channels to avoid commercials. “It’s kind of like the view-ability piece in digital,” says Dreller. I think this is a very important signal that TV marketers can start to mine.” Asked about second-screen viewing, Dreller cites media usage research showing that total time typically exceeds 100%. “For most television marketers, they’re seeing how TV advertising is evolving and they’re realizing they need to adapt. Social data provides an interesting outlet for TV marketers to see these insights,” Dreller says.