GroupM has announced the launch of Geo Granularity, a hyperlocal targeting technology developed by Finecast, the addressable TV solution of GroupM Nexus.
The addressable TV solutions will enable hyperlocal targeting for broadcaster inventory to provide audience reach and optimise ad spend
The technology has been enhanced from broader pin code level targeting to granular 1,000-meter geo-targeting, allowing advertisers to zero in on defined audiences for their campaigns. It will cover 26,000 square kilometres across India’s top cities, offering targeting capabilities designed for TV advertisers.
Furthermore, GroupM clients will be able to harness the benefits of this geo-targeting solution through their media planners.
Prasanth Kumar, CEO, GroupM South Asia, said, “Finecast’s Geo Granularity technology is a game-changer for businesses seeking to achieve more targeted and hyperlocal TV advertising across high-quality broadcaster inventories. This innovative solution will revolutionise the way advertisers approach TV advertising by offering a more precise and coherent approach to targeting specific geographic areas. By reaching potential customers in their local markets, businesses can enjoy higher relevance, better consumer experience, and ultimately, more conversions."
Atique Kazi, president - data, performance and digital products, GroupM India, said, “With Geo Granularity’s innovative targeting strategy, businesses can leverage the increased flexibility to connect with captive audiences and grow their brand equity. GroupM Nexus’ Finecast has continued to be a trailblazer in addressable TV by developing technology like Geo Granularity that’s revolutionising the industry by providing advertisers with stronger outcomes and higher return on investment."
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