In the A-Z of Addressable TV series we will introduce some of the key terminology, technical aspects, and target audiences involved in addressable TV, and explain how they enable advertisers to discover and reach new audiences. From ‘addressable’ to ‘Gen Z’, we’ve got you covered.
F is for Finecast
Who is Finecast?
We don’t mean to blow our own trumpet, but you can’t talk about addressable TV without talking about Finecast. We came into existence in 2017 to make the TV advertising experience better for brands and viewers and have led the charge for addressable TV ever since.
Finecast has grown into a global company with offices, employees, and solutions in the UK, Australia and Canada. To achieve our goals, we have assembled a group of people with skills and experience from the world of television, advertising, data analysis and beyond – including one rocket scientist – all dedicated to improving the future of TV.
What do we do?
The Finecast solution provides advertisers with a single point of access to the addressable TV ecosystem.
By leveraging advanced targeting and optimisation capabilities, we enable brands to reach the right audience with their ads, make relevant connections with viewers, and drive real business results.
We use best-in-class data sources to build an accurate picture of the household, so they receive relevant ads while watching their favourite content regardless of what device or platform they are watching it on.
The outcome is targeted ads delivered to hundreds of different segments – based on everything from financial data to life stage and location – across various broadcasters, set-top boxes, over-the-top providers, connected devices, and even game consoles.
Finecast also helps brands measure the effectiveness of addressable TV campaigns by providing metrics such as reach and frequency alongside a multitude of uplift studies from awareness to sales. Brands use Finecast reporting to access near real-time campaign results and accurately represent the business impact of their creative.
Who do we work with?
Finecast sits at the heart of the addressable TV ecosystem to deliver this single point of access solution. Our approach and solutions wouldn’t work without ongoing partnerships with key stakeholders across the industry.
This includes world-leading content and distribution partners including Sky, ITV, Channel 4, Channel 5, Virgin Media, Youview and data and measurement partners such as Liveramp, Experian, Mastercard, Acxiom, Audience Project and Dunnhumby. In 2021, this grew with the introduction of supply partnerships with Rakuten TV, Roku, Pluto and YuppTV to ensure the Finecast solution is futureproofed, bringing in new audiences and expanding reach.
Finecast is also a founding member of the European Addressable Media Initiative (EAMI), where we collaborate with the seven other founding members to support the development of addressable media in Europe. We do this by helping advertisers, agencies and media owners navigate the evolving landscape of targeting and addressability to create a sustainable, relevant future for TV.
In terms of brands, our clients are made up of established TV advertising brands looking to meet and measure specific KPIs, ‘new to TV’ brands targeting specific demographics without breaking the bank, and everyone in between.
Let’s look at an example…
A recent project with the commercial pick-up truck manufacturer Isuzu encapsulates Finecast’s role and impact across the addressable TV spectrum.
Isuzu wanted to make noise in a comms-crowded pick-up market, but their budget didn’t allow for mass targeting at scale. Finecast enacted precision targeting by building audience segments for their target ‘Do-ers’ demographic. To do so, we used YouGov panel data and third-party data segmentations supplemented with Experian Auto data that identified individuals likely to own SUV and LCVs.
To measure campaign success and gauge the impact on business results, Finecast worked with Mediacom and Isuzu to create a control vs exposed brand uplift study powered by Kantar Profiles. We analysed uplifts within the exposed group to determine campaign impact.
The results found that the Isuzu advert reached audiences more likely to purchase from the brand, reducing wastage when adverts are shown to groups unlikely to engage with a brand. Within the exposed group, 84% felt positive about the ad, 75% were likely to consider purchasing an Isuzu, 59% searched for more information online.
How can we help?
Are you looking for an addressable TV solution that lets you discover and reach new audiences? For more information on how Finecast can work for you, get in touch via the form below. And catch up on the full A-Z series to date here.