GroupM's Finecast has launched Finecast ID to help advertisers measure and manage frequency and reach across the broadcast video on demand ecosystem.
Through collaboration with SBS and Australian free-to-air broadcast partners, the Finecast ID will power Finecast’s connected television campaign planning, optimisation and measurement providing marketers with targeting, tracking and measurement of household reach through a single buying platform.
Wavemaker client Domino’s is one of the first to adopt the Finecast ID in 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," says Domino’s Australia and NZ CMO Allan Collins.
"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 ID was also built to improve the consumer’s experience when watching premium broadcast content via BVOD platforms eliminating the risk of back-to-back ads and over-exposure for clients.
Brett Poole, managing director of Finecast: “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."
When Finecast launched in Australia in 2018, there were three common questions from marketers: How can I build incremental reach with linear TV through Finecast? How can I optimise reach and frequency and deliver optimal efficiencies? How can I make sure I am not putting my brand at risk of a poor user experience on BVOD?
Kim Portrate, CEO of ThinkTV: “Genuine collaboration across broadcasters and agencies to support Australia’s fastest growing media channel is shaping the future of the television and TV advertising. Australian’s watch more and more BVOD every week making television, which is twice as effective as social video, the best choice by far to deliver brand growth and commercial outcomes for advertisers. Innovations like Finecast ID being delivered into the BVOD ecosystem presents a unique opportunity for marketers to position themselves to take advantage of this opportunity for growth.”
Adam Sadler, SBS director of media aales: “SBS are truly excited to partner with Finecast for their universal ID solution. This is a market and agency-first initiative, a true step-change for the broadcast video on demand marketplace. 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.”
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