The promise of addressable TV – the technology which allows advertisers to reach individual households – may seem to be all about the targeting.
But true use of the opportunity is running wider than that.
This is according to one man whose addressable TV company is celebrating having achieved a depth of real use cases.
In 2017, WPP’s GroupM launched Finecast, aiming to “help advertisers address hard-to-reach TV viewers through a single access point with standardised measurement”, beginning in the UK and since launching in Australia.
Finecast aggregated video ad inventory in programming from some of the UK’s main commercial broadcasters, plus over most main set-top and over-the-top devices, from Sky’s satellite box to games consoles.
In this video interview with Beet.TV, Finecast UK MD Harry Harcus explains: “We were kind of a startup 18 months ago, but we’ve worked with 250 brands this year. We’ve run 2,500 campaigns. We’ve delivered almost three billion addressable TV impressions.
“As a result of all of that, we’ve learned a huge amount. We’ve learned … the diversity of use cases that brands are coming to us for – we’ve seen the full spectrum.”
Harcus says that spectrum includes:
- audience business, addressable used for data
- advanced audience segmentation
- clients bringing their own data
- location and proximity targeting
- incremental reach on top of TV
Finecast claims to offer addressable ads in programming from ITV, Channel 4, Channel 5 and Sky, distributed over platforms from YouVie, Sky and Virgin Media, using data partners like Acxiom, CACI, Experian and Mastercard.
Harcus was interviewed by Furious Corp CEO Ashley J. Swartz.
This video was produced in London at the Future of TV Ads Global forum in December 2019. This series is sponsored by Finecast, the global addressable TV company that is part of WPP. For more videos from the series, please visit this page.