A new company is offering advertisers the ability to target multiple platforms.
Finecast is enabling advertisers to precision-target viewers across multiple on demand, linear and live streaming TV environments. Key is the ability to address hard-to-reach TV viewers through a single access point with standardised measurement.
Already up and running it has distribution across Sky, Virgin Media, Samsung, YouView, Amazon Fire, Roku, and gaming consoles such as Xbox.
The new company is run by Group M, the media investment group of WPP, the multinational advertising and public relations company headed by Sir Martin Sorrell.
“Finecast is built to strengthen the TV ecosystem for advertisers and media partners alike. By unlocking the ability to be targeted in TV campaigns, Finecast opens the door for new advertisers who haven’t used TV before, and it gives traditional TV advertisers new ways to use the medium. This represents tremendous upside for TV broadcasters,” said Kelly Clark, Global Chief Executive Officer, GroupM. “Through partnerships and joint investment, Finecast will also provide a platform for industry collaboration on new products and measurement standards.”
Each Finecast campaign is custom built around the advertiser’s audience target or response objective for TV campaigns and provides a more targeted and faster path to market than traditional linear TV advertising.
“In our most recent marketing campaign, ‘Go Binge’, we wanted to reach people that love bingeing on TV shows but often access this content via connected devices as opposed to traditional broadcasting,” said a spokesperson for Three UK, “Finecast enabled us to target our audience in previously hard-to-reach, on-demand platforms, and it helped us meet our campaign goals with robust measurement of key metrics.”
Finecast says it’s already seeing demand for campaigns from both large brand advertisers and response oriented marketers looking to leverage TV to drive sales more tactically.
