Finecast, GroupM’s addressable TV business, has launched the Finecast ID, which will enable advertisers to measure and manage frequency and reach across the broadcast video on demand ecosystem for the first time.
The agency worked with SBS, Seven, Nine and Ten to develop the identifier which gives marketers the ability to target, track and measure household reach through a single buying platform.
BVOD (Broadcast video on demand) has been growing rapidly in Australia, up 37 per cent year-on-year, and has seen an even greater surge during the past four months, but there are still some challenges with the ad experience.
The new identifier prevents viewers from being shown the same ad back-to-back and over-exposure for clients.
Pizza business Domino’s is one of the first to adopt the Finecast ID in their media planning.
“Every major advertiser knows the importance of being able to measure reach and ensure our marketing dollars are being spent effectively to reach the right audiences and deliver a return,” said Allan Collins, CMO of Domino’s ANZ.
“With BVOD audiences surging, the Finecast ID is an instrumental reach builder helping us plan, optimise and measure true 1:1 household reach on connected television. Finecast is leading the way in addressable TV and it’s exciting to be one of the first brands to adopt a media innovation that is shaping the future of television advertising.”
Finecast launched in Australia in 2018 to offer ad buying capabilities on connected TVs, merging the capabilities of digital advertising to the largest screen in the home.
Brett Poole, Managing Director of Finecast, said, “Our challenge was to develop and deliver a stable, credible approach to measuring Connected TV reach for brands. The Finecast ID now firmly sets the standard for identity, frequency management and campaign reach reporting on CTV. It sounds easy but in reality, it has been one of the biggest challenges advertisers face in the Connected TV ecosystem, where most common digital identifiers don’t work.”
SBS is partnering with Finecast to offer its universal ID solution.
“This is a market and agency-first initiative, a true step-change for the broadcast video on demand marketplace,” said Adam Sadler, SBS Director of Media Sales.
“As measurability, reach, user experience and data privacy continue to dominate the focus and strategy for most advertisers, Finecast has created a solution that delivers on all of these metrics and this in turn will grow the commercial video on demand streaming space. A great initiative and we look forward to working with the Finecast team.”