GroupM, WPP’s media investment group has today announced the launch of Finecast at its headquarters in La Matriz, Spain. Finecast is a leading addressable TV company which enables advertisers to personalise ads across on-demand, linear and live streaming TV environments. The new technologies and possibilities for advertising in the TV environment (advertising across Linear, Connected TV, HbbTV and OTTs) will be available to clients across GroupM agencies enabling them to take advantage of the innovative technologies leading the way in addressable TV.
Currently, 80% of households are connected to digital TV. 9.2 million of these households are continuously connected, meaning they are open to the endless possibilities offered by digital TV for a total of 28 million people. This situation leads to more significant audience fragmentation and greater difficulty in achieving the levels of coverage and effectiveness advertising achieved with television just 10 years ago.
Nicola Lewis, Global CEO of Finecast, said: “Our global Addressable TV advertising platform brings together and combines the inventory available in the new market reality (CTV, OTTs and HbbTV), offering a premium product that delivers ads in a brand safe TV environment, with high reach and active attention. Finecast’s platform simplifies and facilitates advertisers’ access to the total TV environment through one single point of access, allowing them to use all the new possibilities, turning the fragmented landscape into an advantage. I’ve no doubt that Finecast will be as well received in Spain as it has been in other markets.”
Maribel Vivancos, Director of Finecast Spain, added: ‘Our partnerships with premium data providers facilitate the intelligent segmentation of audiences based on socio-demographic, geographic, lifestyle/stage of life and economic behaviour variables. This provides highly accurate TV audience profiles. With the global advertising platform, we are launching today, we can regain the lost audience of linear TV by applying greater targeting capabilities using these new TV content consumption environments. The advantage of targeting only those households that belong to our target audience, and even creating different segments and targeting them with different creative, allows us to offer more efficient and effective actions’. BCS Bureau