Through Advanced Advertising we can all learn a lot about the impact of action and ads alike on fan engagement during the NCAA Men’s Basketball Championship Game. While the North Carolina Tar Heels won the game and redemption, they also won the battle for social media engagement. According to 4C Insights, the Tar Heels generated over 1.7 million social engagements the day they claimed their 6th championship trophy (see chart below). I was first introduced to 4C Insights at the Broadcasting & Cable/Multichannel News Advanced Advertising Conference in New York City a couple of weeks ago. Chief Product Officer Anupam Gupta shared that the next phase of 4C’s technology is aimed at providing solutions for multi-screen convergence of audiences including linear TV. 4C already captures social media and TV-synced ads across display, search, social and video.