Providing CMOs with more data-driven ways to plan and buy TV will help them justify how they spend their ad dollars in premium broadcast environments, argues Mark Lollback, CEO of media agency GroupM.
Lollback was speaking to media ahead of the launch of GroupM’s addressable TV business, Finecast, which officially opened its doors in Australia today. Finecast offers advertisers services to target viewers at a household level across multiple on demand, set top box and live streaming TV environments.
“We are giving CMOs a tool that enables them to feel more comfortable about going back to television,” Lollback said.
Lollback argued the application of data to TV buying would empower marketers in their budget conversations with their board and CEO.
With broadcast partners Seven, Nine, Ten, SBS and Foxtel via Multi Channel Network (MCN), Finecast has 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.
The division is already running campaigns as part of the pre-launch pilot programs and from today is open to all advertisers.
Australia is the second market launch for Finecast, following its UK debut a year ago. It’s pitch to advertisers is the ability to deliver targeted ads against 100 per cent viewable and brand safe TV content, with no ad blocking or skipping.
Finecast’s planning tools uses data from data from ABS Census, GeoEmma, Experian and RDA Research, as well as GroupM’s proprietary audience segment database.
According to forecasts from IHS Markit, within two years there will be 14 million addressable-capable TV devices will be in Australian homes.
TV meets data
Locally the business is lead by Brett Poole, who was was previously [m]Platform’s VP of Media and Activation and previously 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.”
Jakob Nielsen, Global CEO of Finecast explained that in the UK Coca Cola is using the solution to target 16-34 year old viewers who have abandoned traditional live linear TV for on-demand viewing.
Nielsen also argued addressable TV attracts advertising dollars from brands which typically have not invested in big budget TV campaigns, designed to reach large audiences.
“BMW dealerships don’t do TV advertising because you can’t do traditional TV advertising for a car dealership,” Nielsen explained. “The area would be so big you would waste so much [money] on TV and start advertising for your competitor. With addressable TV you can target households using postcodes so all of sudden a dealership in Manchester can do TV.”
Addressable TV also gives advertisers the ability to alter the final frame of an ad depending on the audience. For example a car commercial could conclude with a final frame directing buyers to a specific dealership based on postcode.