We’ve worked on a number of addressable TV campaigns with telco brands. Through these campaigns, we’ve seen that most telco campaigns running through Finecast are designed to:
To meet these aims, telco advertisers create bespoke creatives to target valuable potential customers. The campaign setup begins with identifying audiences to exclude through first- and third-party data. From there, brands can focus their campaigns on audiences made up of viewers who are not current customers – thus reducing the cost of reaching the target audience.
Up to 1.2
times more cost effective than linear TV
Up to 20%
cost savings over linear TV
Up to 4%
incremental reach across younger audiences compared to linear TV
According to BARB, television is the number one entertainment platform for viewers, with over 81% being watched on a TV screen. It has always been a powerful, one-to-many advertising play, a unique medium that allows brands to build relationships, tell a story and bring fame overnight – as well as produce both short- and long-term business gains.
TV is the perfect advertising channel to help businesses in the telecommunications industry drive awareness and attract new customers.
The power of Finecast
With Finecast TV, brands can leverage addressable household targeting and optimisation capabilities to reach their target viewers at a postcode and household level. This means that telecommunications brands can now connect in an engaging environment with audiences that traditionally have been hard to reach while also reducing ad wastage.
Finecast TV gives advertisers a single point of access to 100% addressable broadcaster quality inventory. Providing advertisers access to viewers in a trusted and engaging environment.
The Millward Brown methodology looks at media exposure and expenditure by media channel (TV, Finecast, Display and Social), using control and exposed audience samples correlated with delivery by postcode to measure overlap of exposure. Our use of this methodology marks a UK first.
The Lightspeed methodology develops Finecast control and exposed audiences based on pre-screening questions that are specific to the devices and content that Finecast delivers to. Through prompted and unprompted survey questions, uplifts in brand metrics can be quantified.