GroupM Unveils New Addressable TV Business In Australia

Maverick 
Finecast Launch Event - Dawn of an Era, GroupM
SHARE
THIS



WPP’s GroupM has announced the launch of its addressable TV business, Finecast, Down Under.

Finecast offers the power of television with the precision of digital, allowing advertisers to target viewers across multiple on demand, set top box and live streaming TV environments.

Australia is the second market launch for Finecast, following its successful UK debut a year ago. In the UK, Finecast has attracted advertisers across categories including automotive, retail, banking, FMCG and beyond, with close to 100 per cent of clients pleased with their measured results and return on investment.

Jakob Nielsen (pictured above, third from the left), global CEO at Finecast, said: “Watching TV has never been as good as it is now, but as viewing behaviours evolve and audiences fragment across platforms, advertisers are grappling with how to continue making the best use of one of their most trusted mediums.

“The collaboration between Finecast and broadcasters uses data to provide more relevant ads within professionally created content. It’s a win for everyone – advertisers, media owners and consumers.”

Launch partners

A recent research report Finecast conducted with third party provider IHS Markit projected that 14 million addressable-capable TV devices will be in Australian homes within two years, setting the stage for industry momentum with addressable TV.

To seize the opportunity, Finecast is facilitating collaboration across the TV ecosystem.

With broadcast partners Seven, Nine, Ten, SBS and Foxtel via Multi Channel Network (MCN), Finecast built a targeted TV inventory pool reaching Australian households at scale – across TV channel brands, pay TV platforms and digital media players, a range of broadcast video on demand (BVOD) services, over-the-top providers, and games consoles.

Finecast is live and already running campaigns as part of a pre-launch pilot program. From today, it is open to all advertisers large and small.

GroupM Australia CEO Mark Lollback (pictured above, second from the left) said: “Marketers are asking how to increase efficiency while also maintaining mass brand awareness and long-term brand health.

“Finecast solves this by allowing them to use television in new ways. It also paves the way for new, smaller advertisers to cost efficiently use the medium.

“Together, this strengthens the Australian TV market, ushering a new golden age of television. And our clients will be there first.”

Finecast’s benefits

Finecast’s planning tool is powered by data from Australian trusted household data sets: ABS Census, GeoEmma, Experian and RDA Research, as well as GroupM’s propriety audience segment database.

Finecast offers access to over 1200 data variables such as socio-economic, life stage, financial, purchase data, and more.

Additional benefits include: the broadest access to addressable TV supply across all major platform; exclusively premium, 100 per cent viewable, brand-safe TV content, with no ad blocking; holistic optimisation to manage reach and frequency across platform; dynamic end frame versioning for different geographies/target audiences; and delivery of affluent audiences and the ability to use first party data in targeting custom segments

In conjunction with the launch, Brett Poole (pictured above, far left) has been named Finecast’s managing director in Australia.  Poole was previously [m]PLATFORM’s vice president of media and activation, and prior to that, the general Manager of Plista, GroupM’s native advertising business.

“What we’re offering is the power of television, with the precision of digital and we’ve been working closely with all corners of the TV community to comprehensively understand the opportunity for addressable TV,” Poole said.

“With on-demand audiences growing rapidly and advertiser appetite for holistic, targeted access at scale, now the time is right to deliver our comprehensive solution.”

Seven Network’s network head of digital sales, James Bayes, said 2018 has seen an explosion in connected TV, with streaming up over 120 per cent year on year.

“Connected TV brings together the best of TV and the best of digital,” he said.

“Seven is a clear market leader in live streaming, with connected TV now contributing more than 60 per cent of our 7plus consumption from week to week.

“With login being rolled out to our @7plus CTV products this month, the launch of Finecast comes at a great time to leverage the potential for addressable TV at scale on the largest and most effective screen in driving brand outcomes.

“We’re pleased to see GroupM and Finecast lean in on this significant opportunity and look forward to delivering outstanding results for their clients.”

Nine’s chief sales officer, Michael Stephenson, said: “Television has always operated at the top of the marketing funnel, creating mass awareness and an emotional connection to your brand, but addressability on TV is a game-changer.

“It brings together the best of television and digital, helping to create people-based marketing solutions that link brand building together with activation and conversion.

“We welcome the launch of Finecast, as it will help marketers navigate this new important frontier and will help grow the Australian broadcast video on demand (BVOD) market, as more marketers move to capitalise on the power of this important medium.”

Network Ten’s chief sales officer, Rod Prosser, said: “The introduction of Finecast into Australia opens up many more ways advertisers and broadcasters can collaborate together.

“Finecast will reshape the benefits of advertising on TV, not just as a high-impact, mass-reaching medium, but now with the added benefits of better audience targeting and accountability. It’s great to be part of this industry-defining solution.”

MCN/Foxtel’s national digital sales director, Nev Hasan, said: “Over the years, MCN has experienced a strong legacy in data-led TV buying, with our programmatic TV solution being a core part of our innovation roadmap.

“Addressable TV is the next evolution in our journey and in collaboration with Foxtel’s asset base, industry partners like GroupM and MCN’s rich data stack, Multiview, we are creating a slate of addressable products.

“Our addressable TV product will further help build upon how we can link the world of TV and digital with on demand linear TV services to give advertisers reach, coupled with the power of advanced audience targeting capability.

“Our partnership with Finecast will support this offering, so we’re thrilled to be working with GroupM to better understand and ultimately target consumers to drive business results for television.”

SBS’s Adam Sadler said: “SBS On Demand is Australia’s most diverse and popular commercial streaming service.

“With more than 5.4 million registered users, we are excited to be working with Finecast to help advertisers reach more targeted consumers, as consumption on connected TVs continues to grow.”

Please login with linkedin to comment

Addressable TV Brett Poole Finecast GroupM

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]