GroupM has announced the launch of Finecast, an addressable TV service in India.
Finecast will enable GroupM’s clients to show different ads to different households watching the same TV program.
The service aims to solve the problems advertisers face, by providing them with a single point of access for planning and reaching the right audiences.
Audiences will be segmented basis their socioeconomics, life-stage and financial behaviours, so as to precisely filter the interests of each TV audience.
This service will be implemented across the TV ecosystem, including TV channels, pay-TV platforms, set-top boxes, a range of video on demand (VOD) services, OTT providers, and game consoles.
It will also manage the distribution and frequency across broadcasters and screens to deliver relevant ads wherever viewers are viewing content.
Prasanth Kumar, CEO, South Asia, GroupM, said, “As the largest media advertising company in the world, GroupM is able to create the scale of partnerships required to find relevant audiences in the fragmented TV landscape. With Finecast, we have partnered the top content providers, broadcasters, platforms and data providers in India to build this market that will inevitably add more value to GroupM’s clients in India.”
Atique Kazi, president data, performance and digital products, GroupM, added, “There’s no better time to watch TV, as the ad experience is more in line with audience content and behaviour preferences. We know TV still reigns supreme in India; people are just changing the way they consume content. Finecast gives GroupM’s clients a holistic view of, and access to, their audience, regardless of where they are watching.”