Case Study: Turner achieves 2.89x lift in social engagement with 4C Insights

TV Ads Optimized to Social Audience Segment Drove Nearly 3X Lift In Engagement For Major Motion Picture

Turner worked with 4C Insights to improve TV advertising for a major motion picture launch. The goal was to reach viewers more likely to engage with the film and to turn that insight into a more effective TV campaign.

4C analyzed people who had engaged with recent successful films similar to the upcoming release, mapped that behavior to respondent-level TV viewership data, and fed the resulting audience segment into Turner Broadcasting’s TargetingNOW product to build a four-week TV schedule. The optimized Turner schedule produced a 2.89x lift in social engagement with the film versus other cable advertising during the same period.

Turner