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News Addressable TV is now a $56bn industry 1/6th of video advertising budgets are now being spent with addressable TV services, with widespread usage across advertiser categories 
A new report on the addressable TV market published today by Ampere Analysis in partnership with GroupM Nexus’s addressable TV solution Finecast and Microsoft Advertising, finds that the global addressable TV sector is now a $56bn industry. This is set to rise by over 50% to $87bn by 2027.
The report, which was informed by over 100 interviews with advertisers, streamers and agencies – and supported by extensive bottom-up market modelling and quantitative consumer research – finds that:

An average of a sixth of advertisers’ video advertising budgets are currently being spent with addressable TV service providers. This is as high as a fifth in mature markets like the US, with all major industry categories represented among addressable TV advertisers.
Both B2B and B2C marketers are using addressable TV to support performance marketing and brand-building objectives, targeting specific audience segments or geographies.
Brands are using addressable TV to extend campaign reach beyond broadcast TV. This is key in younger groups for whom the aggregate reach of addressable TV services provides a nearly 25% incremental reach boost over total monthly broadcast TV reach in developed markets.
While both small and large brands are using addressable TV, smaller advertisers devote less of their marketing budget to addressable TV. Addressable TV service providers need to work to remove non-cost barriers to using the technology, simplifying the purchase and planning process to support uptake.
Addressable TV typically commands higher pricing, which is attractive for service providers, but there are also incentives for service providers to deploy addressable TV to support viewer satisfaction and retention. Viewers who believe their TV service offers relevant advertising rate their streaming service higher in terms of user satisfaction – with an average Net Promoter Score 16 points higher than those viewers who don’t feel they are receiving relevant commercials.

“The exponential expansion of the addressable TV advertising market serves as a clear indicator of the immense prospects awaiting service providers and brands. This research illustrates the inherent potential of addressable TV as a powerful tool for targeted communication with previously hard-to-reach audience segments. The seamless integration of such capabilities with the storytelling possibilities and brand protection mechanisms inherent in broadcast TV is well demonstrated,” says Kristian Claxton, Managing Partner, Innovation and Strategy at Finecast.
 

Countering misconceptions is key to further adoption
Despite the rapid growth of the addressable TV market, interviews revealed an array of attitudes and opinions that could hold back future growth if not countered by the industry. In emerging markets, there was a lack of clarity about the capabilities of addressable TV. Some brands were unaware of the targeting capabilities addressable TV platforms offered in their region, leading them to spend with alternative media. And even in developed markets, where addressable TV technologies are more mature, some marketers were not aware of the reach of addressable TV services, believing it to still be limited compared to broadcast media. The report also found that among those advertisers not yet purchasing addressable TV there was a widespread perception that addressable TV services were expensive. This contrasts the belief of brands already purchasing via addressable who felt that addressable TV was just as cost-effective as other formats.
Richard Broughton, Executive Director at Ampere Analysis, says: “The extent to which addressable TV advertising is now being used by non-traditional TV advertisers, including smaller companies and B2B brands, is illustrative of how the medium can support TV service providers in their push to reach beyond traditional broadcast TV budgets and to open entirely new revenue streams. But it’s clear that there is still work to be done by the industry in challenging entrenched opinions and in countering common misconceptions.”
New technologies and applications will drive market growth
The report forecasts that as case studies filter through to the wider market, those advertisers who are still wary of the technology will begin their addressable TV journey, contributing to the sector growing to an $87bn industry by 2027. But the research also expects that, even for those media buyers who have already incorporated addressable TV into the media mix, there will be a host of new and emerging technologies and screens that will support future campaigns. Interviews revealed that connected cars have already debuted as an addressable TV channel in some markets, with some brands taking advantage of geotargeting opportunities to reach passengers with messaging. And some agencies and brands were thinking about how targeted QR code-based formats support a level of follow-through and sales attribution. The report also suggests that new technologies such as generative AI may begin to support the creative process in the next few years, helping to address the practical challenges associated with developing the multiple creatives required for dynamic or addressable creative campaigns.
According to Dave Osborn, General Manager, Sales at Microsoft Advertising, “Addressable creatives already allow media buyers to adapt messaging by audience group and in response to events, keeping commercial messages fresh and relevant. However, many of the most exciting developments in the addressable TV market have yet to be fully explored by brands. As many advertisers now see addressable TV as a core part of their media mix, their focus will shift to take full advantage of the capabilities of addressable TV and innovations such as generative AI and emerging technologies.” Download the report

A new report on the addressable TV market published today by Ampere Analysis in partnership with GroupM Nexus’s addressable TV solution Finecast and Microsoft Advertising, finds that the global addressable TV sector is now a $56bn industry. This is set to rise by over 50% to $87bn by 2027.
The report was informed by over 100 interviews with advertisers, streamers and agencies – and supported by extensive bottom-up market modelling and quantitative consumer research.

Addressable is TV now a $56bn industry

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Finecast Takes Part in the Opening of WPP Manchester Campus

News Finecast Takes Part in the Opening of WPP Manchester Campus  Joining seven other of WPP’s agencies, Finecast celebrated the official opening of the highly anticipated WPP Manchester Campus. For over three decades, WPP has been a driving force in Manchester, nurturing the growth and success of agencies like CSP Commerce, EssenceMediacom, Cheetham Bell, Code Computerlove, Wavemaker, and Kinetic. The new campus continues this tradition by supporting their expansion and welcoming newcomers Ogilvy Health and VMLY&amp;R Health to establish their presence in Manchester.
This is a momentous occasion as it marks the establishment of the first WPP campus outside London in the UK, demonstrating WPP's dedication to investing in the North of the UK. Covering an impressive 67,000 square feet across eight floors, this campus will serve as a hub for 550 professionals specializing in digital, creative, and ecommerce marketing from across the North, fostering collaboration and igniting innovation.
The opening event was graced by the presence of esteemed guests, including WPP's CEO Mark Read and UK President Karen Blackett OBE, along with Greater Manchester's Mayor, Andy Burnham, WPP clients, senior executives, partners, and local community leaders.
Mark Read, CEO of WPP, said:
 “Our Manchester agencies have achieved significant growth and success, driven by the extraordinary talent and dedication of our people. It is their accomplishments that have paved the way for the creation of this new state-of-the-art campus. Manchester is a thriving creative hub and it has always been our intention to invest in a campus that would bring our agencies together in the city. This move further demonstrates our commitment to facilitate collaboration, fuel creativity, and give clients access to the breadth and depth of WPP talent in one location.”
Karen Blackett OBE, UK President of WPP, said:
“Manchester has always been a city brimming with growth and creativity and we wanted to be at the heart of that. The city is also home to a beautiful fruit salad of people and we need to reflect that in our organisations in order to generate growth. We are thrilled to see this vision come to life and become an integral part of the vibrant Manchester community.”
Andy Burnham, Mayor of Greater Manchester, said:
“We’re really pleased to see WPP strengthen its presence here in our city region with the opening of a major new site in Manchester. This campus is another testament to our international competitiveness and showcases our ability to attract world-renowned businesses and world-class talent. The presence of WPP, along with other industry giants, is helping to transform the economic landscape of Greater Manchester and support a growing success story.”
 
Learn more about the WPP Manchester Campus Agencies:
CSP Commerce
EssenceMediaCom
Cheetham Bell
Code Computerlove
Wavemaker
Kinetic
Ogilvy Health
VMLY&amp;R Health 

News New Digital Age's Digital Women Series: An Interview with Finecast's Neelam Shahbazi "What makes women extremely powerful is the fact that we are empathetic, aware and can think laterally.”
 We are thrilled to share Neelam Shahbazi’s Q&amp;A feature in NewDigitalAge.com.
As the Managing Partner, Capabilities at Finecast, and with over ten years of experience in the media tech industry, Neelam brings a wealth of knowledge to share with women in the digital industry. Read this insightful conversation on the opportunities, challenges, and tips for women seeking to thrive in the digital media industry.
Read the full interview here.

New Digital Age's Digital Women Series: An Interview with Finecast's Neelam Shahbazi

New Digital Age's Digital Women Series: An Interview with Finecast's Neelam Shahbazi

News Total TV Measurement to future proof measurement in the constantly evolving TV landscape   ‘Total TV Measurement’ to future proof measurement in the constantly evolving TV landscape
The new measurement solution will offer GroupM Nexus’s Finecast UK customers in-depth, data-driven measurement capabilities that go one step further in leveraging the value of addressable TV
14 June 2023, London, UK — GroupM, WPP’s media investment group, today announced the launch of Total TV Measurement. Developed by Finecast, the addressable TV solution of GroupM Nexus, Total TV Measurement offers GroupM clients in the UK in-depth, data-driven measurement capabilities that go one step further in leveraging the value of addressable TV.
Designed to help clients understand the reach contribution between a Finecast addressable TV campaign and the corresponding linear campaign to understand campaign effectiveness and inform future planning, Total TV Measurement aggregates, aligns, and de-duplicates a set of complex data sets, including campaign delivery data across all addressable TV content and Linear data from BARB.
To develop Total TV Measurement, the Finecast team in the UK partnered with cutting-edge research and technology companies AudienceProject and TechEdge. By combining AudienceProject’s custom design TV measurement technology with Finecast log-level data – which includes BVOD, AVOD and other broadcast-like content – Total TV Measurement intelligently fuses and analyses data to create a single measure of cross-channel addressable reach. This is then combined with BARB data via TechEdge to produce de-duplicated reach and frequency metrics across addressable TV and linear campaigns. The solution delivers these enhanced metrics against a broad set of BARB demographic audiences and will soon extend further to more addressable audiences such as affluence and life stage.
Outputs offered by Total TV Measurement include:

Cross-channel addressable TV reach and frequency
Linear campaign reach and frequency
Overall de-duplicated reach and frequency
Finecast and linear TV 1+ cover curves (other custom cover curves considered)

With the TV and video landscape rapidly evolving and the way in which viewers consume content continuing to proliferate, campaign planning and measurement is increasingly becoming more sophisticated and complex. Total TV Measurement aims to provide value-driven insight into reach metrics and how addressable TV and linear TV can work most efficiently together to optimise reach at different points of the reach curve, where increasingly; it doesn't always need to be linear first.
"We understand that our clients are demanding greater union and cross-channel insight when it comes to media planning and measurement, and we've seen great advancements in the space in the past couple of years”, said Samantha Lister, Head of Marketing Science at Finecast. “Utilising the capabilities of AudienceProject and TechEdge, we have created a measurement solution that goes one step further in understanding the value of addressable TV on the media plan. The additional verification procedures performed by PwC provide clients with reassurance over the data and processes used throughout this solution.”
“AudienceProject’s mission is to help brands uncover value through cross-media audience measurement”, said Martyn Bentley, Commercial Director, UK at AudienceProject. “We are thrilled with this development in how our audience measurement capabilities continue to support Finecast’s high-quality Total TV offering for many of the UK’s largest brands.”
Commenting on the launch Richard Fuller, Managing Partner at Finecast UK added: “We are aware that TV and Video are becoming increasingly intertwined and simplifying the post-campaign measurement process for our clients is vital to showcase the success of their hard work and partnership with us. We want to ensure our customers are one step ahead when it comes to measuring and optimising their addressable campaigns and most importantly helping them drive efficiencies.”
As advertisers rely on campaign measurement metrics to not only measure success but plan future campaigns, it is imperative that the results are held to the highest standards and can be trusted by users. Finecast’s campaign reach, frequency and Total TV Measurement Methodology have therefore been subject to external verification procedures performed by PwC under the International Standard on Related Services (ISRS) 4400 (Revised).  Contact Finecast for more information around their verification procedures.
-- END --
About GroupM Nexus and Finecast
GroupM Nexus is the industry’s largest community of performance marketing experts designed to drive performance and innovation at scale for GroupM’s agencies and clients. With the most platform accreditations in the industry combined with proprietary technology, media, and solutions, culture of continuous innovation and scaled partnerships, GroupM Nexus consistently sets new benchmarks for effectiveness and efficiency across all forms of media to drive growth for the world’s leading advertisers. Discover more at groupm.com/groupmnexus.
Finecast is GroupM’s addressable TV solution and part of GroupM Nexus, the industry’s leading performance marketing organization. Through Finecast, advertisers can reach TV viewers whenever and wherever they are watching with relevant and optimized ads delivered across multiple broadcasters, connected devices, set-top boxes, over-the-top providers, game consoles, and across on demand, linear, and live streaming TV environments – all through a single point of access.
About AudienceProject:
AudienceProject is a Danish-founded SaaS company empowering advertisers to make confident marketing decisions and reach their audience more effectively based on independent, comprehensive cross-media measurement.
For more information, visit www.audienceproject.com
  

Total TV Measurement to future proof measurement in the constantly evolving TV landscape

News GroupM launches new hyperlocal audience targeting solution for addressable TV   Geo Granularity enables hyperlocal targeting in high quality broadcaster inventory for more precise audience reach that optimises ad spend.
GroupM, WPP’s media investment group, announced the launch of Geo Granularity, a hyperlocal and granular targeting technology developed by Finecast, the addressable TV solution of GroupM Nexus. Engineered for high-quality broadcaster inventories on the big screen, the new technology has been enhanced from broader pin code level targeting to granular 1000-meter geo-targeting, allowing advertisers to zero in on more defined audiences for their campaigns.


Traditionally, a pin code in India could comprise hundreds of thousands of households. By zooming in on a smaller geographical area – narrowed down to a one square kilometre grid – advertisers can enjoy improved proficiency and optimised ad spend through Finecast’s audience planning technology that targets specific households based on consumer affluence, behaviour, and demographics.




Covering an expansive area of 26,000 square kilometres across India’s top cities, this innovative solution was developed using proprietary geo-spatial technology and is the country’s first ever initiative of its kind, offering unparalleled targeting capabilities exclusively designed for TV advertisers. Each square kilometre grid incorporates a wide range of valuable data points which are meticulously refined and integrated using Finecast’s audience planning technology. The comprehensive data empowers advertisers to create precisely targeted campaigns that resonate with their intended audience.




Studies have shown that users who are shown relevant ads are more likely to have a positive experience with the advertiser's brand, resulting in better engagement, higher click-through rates, and ultimately, more conversions.




All GroupM clients will be able to harness the benefits from this geo-targeting solution via 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 revolutionize 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 &amp; 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 revolutionizing the industry by providing advertisers with stronger outcomes and higher return of investment."
Read the full article at afaqs!
 

 Download the report 

GroupM, WPP’s media investment group, announced the launch of Geo Granularity, a hyperlocal and granular targeting technology developed by Finecast, the addressable TV solution of GroupM Nexus. Engineered for high-quality broadcaster inventories on the big screen, the new technology has been enhanced from broader pin code level targeting to granular 1000-meter geo-targeting, allowing advertisers to zero in on more defined audiences for their campaigns.
A news report on Geo Granularity enabling hyperlocal targeting in high quality broadcaster inventory for more precise audience reach that optimises ad spend.

GroupM launches new hyperlocal audience targeting solution for addressable TV

News GroupM Taps Rathakorn Surbsuk as Head of Finecast in Indonesia, Thailand &amp; Vietnam   GroupM has appointed Rathakorn Surbsuk as the head of Finecast – GroupM Nexus’ addressable TV solution – overseeing operations in Indonesia, Thailand, and Vietnam.
With more than two decades of experience within the GroupM network, Surbsuk has helmed numerous leadership roles including the most recent remit as Managing Director of Wavemaker Thailand which has been handed over to Christopher Orcutt. Prior to that, Surbsuk served nine years as chief investment officer of GroupM Thailand, and three years as the head of exchange and trading for Mindshare Thailand.
In his new role, Surbsuk will lead the local Finecast teams to accelerate the future of addressable TV in the burgeoning markets of Indonesia, Thailand and Vietnam where connected TV has been experiencing strong gains. According to GroupM’s This Year Next Year forecast, advertising spending on connected TV in 2022 grew by 33% in Indonesia and 14% in Thailand. Vietnam is poised to enjoy a bullish growth streak this year estimated at 30%.
“I would like to congratulate Rathakorn on his new role as Head of Finecast for Indonesia, Thailand, and Vietnam,” said Himanshu Shekhar, CEO of GroupM Southeast Asia.
“Over the years, Rathakorn has consistently delivered exceptional results for Wavemaker Thailand, and I have no doubt that he will further unlock the power of GroupM’s addressable TV solution to create new growth opportunities for our clients.”
Finecast is the addressable TV solution of GroupM Nexus – the industry’s largest community of performance marketing experts designed to drive performance and innovation at scale for GroupM’s agencies and clients.
Read the full article on Branding in Asia
  Download the report 

GroupM has appointed Rathakorn Surbsuk as the head of Finecast – GroupM Nexus’ addressable TV solution – overseeing operations in Indonesia, Thailand, and Vietnam.
With more than two decades of experience within the GroupM network, Surbsuk has helmed numerous leadership roles including the most recent remit as Managing Director of Wavemaker Thailand which has been handed over to Christopher Orcutt. Prior to that, Surbsuk served nine years as chief investment officer of GroupM Thailand, and three years as the head of exchange and trading for Mindshare Thailand.
Finecast is the addressable TV solution of GroupM Nexus – the industry’s largest community of performance marketing experts designed to drive performance and innovation at scale for GroupM’s agencies and clients.

GroupM Taps Rathakorn Surbsuk as Head of Finecast in Indonesia, Thailand & Vietnam

Media coverage More than a feeling: resonance via addressable TV is the creative reawakening that adland needs   Audiences are more moved by addressable TV than any other type of ad, according to new research from System1 and Finecast, GroupM Nexus’s addressable TV solution. In an era of content saturation, those that ignore addressable TV advertising might be missing a trick to achieving more meaningful business results.
Viewers respond more positively to personalized TV ads than broad TV ads, as illustrated by new research from Finecast in partnership with System1. The report, ‘Addressable // Advantage’, interrogates the impact of targeted TV ads among various audiences, and how specificity can garner greater engagement for brands.

Finecast meets brands at the intersection of linear and streamed TV and enables them to deliver tailored ads to relevant, segmented audiences across multiple devices and broadcasters – all through a single touchpoint.
 Read more on The Drum 

More than a feeling: resonance via addressable TV is the creative reawakening that adland needs

News Addressable TV Ads Yield Greater Business Impact and Emotional Intensity Download the research   London (17 April 2023): GroupM, WPP’s media investment group, today announced the release of new research on the effectiveness of addressable TV advertising from Finecast, GroupM Nexus’s addressable TV solution. The research, conducted in collaboration with System1 – a leader in advertising effectiveness – involved more than 13,000 TV viewers in four countries and shows that TV ads elicit more positive reactions and greater short- and long-term business impact among addressable audiences. In addition, addressable TV ads that emphasise melodic music, people touching, a clear sense of place and humour produce more intense emotional reactions and long-lasting effects.
“Addressable//Advantage” applied System1’s Test Your Ad platform, which rates ads’ short- and long-term potential based on viewers’ second-by-second emotional responses, to creative from 46 of GroupM’s clients leveraging Finecast across the UK, US, Canada and Australia. Specifically, ads were evaluated according to three measures. A Star Rating measures positive emotional response to determine long-term impact. A Spike Rating, based on how intensely viewers reacted and how quickly they connected the ad to the brand, determines the short-term impact, while a Fluency Rating indicates how quickly viewers recognise the brand.
The report findings include:

Greater long-term impact. The long-term impact of addressable TV ads was meaningfully stronger for addressable audiences. Ads shown to addressable TV audiences averaged 3.0 Stars, ranking them in the top 33% of all ads. Conversely, TV ads averaged 2.4 Stars among the broad, nationally representative audience, ranking them in the top 52% of ads. (System1’s IPA-validated Star Rating scale is from 1.0 to 5.9 Stars with +0.3 representing a meaningful uplift).
Deeper emotion. TV ads elicited strong emotional intensity among the addressable TV audience, including more positive emotion, with 7% greater happiness and 6% fewer neutral reactions.
Quicker response. Addressable audiences respond more intensely than the broader audience, therefore addressable TV ads are predicted to achieve better short-term business effects. Addressable TV audiences have an average Spike Rating that is 6% higher than the broad audience.
Right-brain features. Ads with melody, people, humour and familiar places – right-brain attributes that trigger broad-beam awareness – produced more positive reactions, which lead to long-term business growth.

“Brands that invest in ads for broad-beam attention are more likely to achieve longer-lasting business results among addressable TV audiences,” said Jon Evans, Chief Customer Officer at System1. “Overall, the greater short- and long-term impact of addressable TV ads makes it a trusted and powerful medium for upper, middle and lower funnel marketing.”
“Addressable//Advantage” is the latest in a series of research reports underwritten by Finecast, which is leading the way to enhanced education and performance in addressable TV. The report details Test Your Ad metrics to explain the exceptional results of campaigns from such advertisers as Hasbro, Honda and Jet2 Holidays.
“Our research outlines that addressable TV advertising has a direct impact on how consumers ‘feel’ and outlines important factors for maximising attention for greater business effects,” said Kristian Claxton, Managing Partner, Global Innovation at Finecast, “This enables us to provide smarter and more robust solutions to our clients by helping them optimise the creative message of their ads while improving efficiency.” downloadrep Download the research Complete the form to get your copy of Addressable//Advantage Download nontranslatable-text-group  nontranslatable-text nontranslatable-firstName First name  please enter your first name nontranslatable-text nontranslatable-lastName Last name  please enter your last name nontranslatable-email nontranslatable-email E-mail address  please enter your email address nontranslatable-text nontranslatable-company Company name  please enter your company name nontranslatable-text nontranslatable-jobTitle Job title  please enter your job title nontranslatable-checkbox nontranslatable-consent I agree to receive other communications from Finecast. In order to provide you the content requested, we need to store and process your personal data. If you consent to this please tick the checkbox below.  Please check the consent checkbox 

GroupM, WPP’s media investment group, today announced the release of new research on the effectiveness of addressable TV advertising from Finecast, GroupM Nexus’s addressable TV solution. The research, conducted in collaboration with System1 – a leader in advertising effectiveness – involved more than 13,000 TV viewers in four countries and shows that TV ads elicit more positive reactions and greater short- and long-term business impact among addressable audiences. In addition, addressable TV ads that emphasise melodic music, people touching, a clear sense of place and humour produce more intense emotional reactions and long-lasting effects.

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