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.
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