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We make it easy to reach custom audiences across TV formats.

From planning to reporting, Finecast platform applications enable end-to-end management of addressable TV campaigns.

Access the most precise TV advertising

For any brand and every level of TV advertising experience, we make sure our clients' marketing budgets fulfill their full potential.

We are a group of people with a passion for technology and a strong belief in how it will continue to shape the future of TV advertising.

Insights The creative effectiveness opportunity   The pace of technological and data advancements in the TV industry in recent years can easily lead people to believe that we are now in “The Golden Era of TV."
Thanks to addressable TV, advertisers can deliver messaging to custom audiences across TV formats using best-in-class partners and data. Cost-effective incremental reach, geotargeting and lower funnel performance are just a few of the tangible benefits for advertisers of all sizes who integrate addressable TV into their media plans.
Viewers have benefitted, too. Not only can they watch TV at any time across a plethora of screens, but they also have access to a greater choice of content, quality of content and improved privacy, all while receiving relevant ads. The quality of data that fuels addressable TV has made it possible to show audiences ads that capture their attention and resonate deeply.
But it mustn’t stop there. To maintain that emotional connection, be that content or advertising, TV must continue to innovate.  A creative reawakening Over the last five years, we’ve demonstrated effectiveness and value for our clients across a wide range of sectors via addressable TV. We’ve accomplished this primarily by optimising media placements using our proprietary data and technology tools across the entire sales funnel – from brand to sales uplift, footfall to website engagement metrics.
Exploring effectiveness data sets further has revealed a universal truth: after brand size, the biggest driver of effectiveness is creative [1], typically ranking number 1 or 2 in importance. The right creative elicits emotion and engages both the left and right sides of the brain achieving the best results when telling brand stories on TV screens.
Interestingly, in 2022, Finecast served over 11 billion addressable TV impressions across 14 markets, reaching 325 million households. However, less than 1% of those ads had any form of creative optimization. Finecast isn’t an exception, as other partners who work in this space report that creative optimisation has been almost entirely overlooked. This represents an incredible opportunity that we’re prepared to seize. Our goal is that, by 2026, every impression we serve will not only have media optimisation but also creative optimisation.
In the age of addressability and creative optimisation, advertisers need to think about both resonance – right brain, mental availability and long-term connection – and relevance – left brain, rational thinking and short-term impact. Learn more about this in our research on The Brain’s Response to Addressable.

[1] Ten 10 key factors driving advertising effectiveness, ThinkTV  Addressable TV is facilitating a creative reawakening that will re-balance the performance equation  Creative messaging in addressable TV The globally increasing desire for creative messaging solutions signifies that change is coming quickly. Progress in this area will be the result of a team effort across clients, broadcasters and technology partners. From a GroupM Nexus and WPP point-of-view, creative success will be heavily underpinned by technology. To create a real impact in addressable TV, the right people, partners and platforms will need to converge.
At a minimum, we need a formula that includes creativity, technology and humanity. Then, for addressable TV to have the greatest impact, this equation can be enhanced by media integration, nimbleness and empirical evidence.
 

 
Media Integration: The Cadbury’s Celebration campaign in India used AI technology to turn Shah Rukh Khan (Bollywood Star) into a small business ambassador during the Indian festival of Diwali.
Nimbleness: Volvo in Belgium responded to the cancelled Brussels motor show (representing 30% of the yearly sales target) with a Volve Street Configurator – a new way to display and sell cars.     
Empirical Evidence: KFC Germany launched its new vegetarian menu with a geographic targeting strategy. Using local and product-based data feeds, the creative messaging was adapted and dynamically targeted to the viewer’s location, showing them their nearest KFC store and a QR code to enable immediate purchases.
These are all examples of how technological advancements are now enabling brands to bridge the TV viewing experience with consumer and commerce experiences. It’s an opportunity that is still to be fully explored.
Importantly this is not about changing the approach to creativity in TV, rather it’s about optimising the creative asset for addressable media placement. This is made possible through partnerships. Be that Satalia for AI expertise, System1 for panel testing of creative effectiveness, or Choreograph Create to make the pre-optimised ad more personalised through the generation of multiple versions. Get in touch We'd love to hear from you. Click below to get in touch. Contact us Request demo 

After brand size, the ad creative is the biggest driver of this effectiveness, yet we still need to fully explore how to marry this with data and technology. Creative optimisation executed in addressable TV represents a huge opportunity for brands to dial up their campaign’s effectiveness. Coupled with what we know about TV boasting the highest attention levels, we’re positioned to create even better advertising experiences for brands and viewers.

The creative effectiveness opportunity

Keep up to date on addressable TV with our blogs, articles and research.

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About Us

Finecast is the global leader in addressable TV

We provide a single point of access to the addressable TV landscape, from planning campaigns to measuring the benefits to your business.

Simplifying the TV landscape

Our unique approach is rooted in valuable partnerships and alliances, underpinned by cutting-edge technology.

How we work

We believe in the power of TV. It's still the most trusted advertising medium.

As an open culture, we respect each other and take our work seriously and we know how to have fun – that’s what brings us together.

We put people first

In his current role, Puneet leads Group M businesses in two of the most dynamic SEA markets namely Philippines and Singapore.

Puneet Arora

Puneet has over two decades of experience in diverse Asian markets such as China, India, Singapore, S Korea and the Philippines - of leading high-growth businesses, driving digital transformation, and nurturing deep client relationships. 

CEO, Philippines and Singapore, GroupM

A strong advocate of equality, diversity and inclusivity in the workplace, Yas is a firm believer that teamwork is an essential ingredient to the organization’s success. Outside of work, Yas is actively involved in educational groups promoting support to create meaningful interactions for families with kids with special needs.

Yasmin Mallari

Yasmin has over 26 years of extensive experience in integrated marketing communications, connections planning, media portfolio management, digital marketing, strategic partnerships and agency operations management across Southeast Asia, both from agency and client sides.

Chief Investment Officer

In her previous role at Nielsen Media, Kath led the TV Audience Measurement (TAM) and Advertising Intelligence (Ad Intel) products and handled the top three broadcasters and biggest media agencies in the Philippines. 
Kath loves to dig deep into data to uncover fresh insights and tell compelling stories. Outside of work, she loves to cook hearty meals and binge-watch Korean series and Shonda Rhimes shows.

Kathryn Domingo

Kath is a business leader at Finecast, pioneering addressable TV advertising across the Philippines.

Director

Our Philippines leadership team

We provide advertisers with access and scale by partnering with premium broadcasters across the entire addressable TV ecosystem.

Trusted partnerships

News Addressable TV advertising launched in the Philippines   GroupM announced on Wednesday the launch of Finecast, an addressable television (TV) company, in the Philippines.
Finecast allows advertisers to target households with relevant TV ads across multiple TV channels, pay-TV platforms, set-top boxes, a variety of video-on-demand services, over-the-top providers, and game consoles, GroupM said in an e-mailed statement.
“As the world’s largest media advertising company, GroupM is able to forge the sizeable partnerships necessary to identify relevant audiences in the fragmented TV landscape,” GroupM Philippines and Singapore Chief Executive Officer Puneet Arora said.
In the Philippines, GroupM, through Finecast, has partnered with various content providers, broadcasters, platforms, and data providers, he added. Read more 

Addressable TV advertising launched in the Philippines

News Finecast provides increased access to inventory with new header bidding capabilities   GroupM’s addressable TV business Finecast brings digital innovation to the big screen
London, UK, 3rd August, 2022: GroupM’s addressable TV business, Finecast has partnered with technology platforms and broadcasters to make connected TV advertising better, and help advertisers reach bigger audiences through BVOD campaigns. Header Bidding technology enables advertisers to access more BVOD inventory and invest bigger budgets in CTV campaigns to reach bigger audiences.
First launched in Australia and Thailand, Finecast partnered with True Digital, SBS and Xandr to utilise the strength of header bidding technology on Connected TV campaigns. Launching this technology, which is synonymous with digital advertising, to connected TV highlights Finecast’s focus on ensuring advertisers have the best data-driven tools and access to inventory at their disposal when planning and executing campaigns on TV.
Header bidding has long been part of the digital media ecosystem, creating a fairer and more competitive programmatic marketplace for publishers. It provides buyers with better inventory access and marketers with greater transparency and visibility of available inventory. Header bidding reduces the inefficiencies of the sequential waterfall approach by allowing simultaneous pre-bidding of inventory from multiple exchanges.
Through successful trials, Finecast and SBS have delivered 33% more reach to SBS audiences in Australia, and a 30% increase in bid rate for available impressions, when comparing Header Bidding with tag-based campaigns.
John Miskelly, GroupM APAC Investment Director, says: “This is an exciting development in the Connected TV/OTT video space where we can harness the agility and addressability of programmatic and have access to the best inventory. The broadcasters are doing a great job as TV transforms, and SBS and Finecast are demonstrating true best practice for access and innovation in the CTV ecosystem.”
Additionally, in Thailand, Finecast partnered with True Digital to test an innovative programmatic bidding technique in CTV/OTT. Header bidding delivered significant improvements to both True Digital and Finecast over the tag-based integration across all the key tracked metrics (despite both integrations having high bid priority):

Greater first-look inventory access for Finecast, with 19% uplift in bid opportunities.
Improved bid rate for True Digital, with Finecast bidding on 9x more impressions vs tag-based integration.
More wins – this resulted in a 10% uplift in winning bids for Finecast, translating into more scale for Finecast and improved fill rates for True Digital.

Rich Astley, Chief Product Officer, GroupM Nexus, says: “This is a great win for both Finecast and True Digital as we’ve seen a solid uplift in all activation metrics. Following this test, we’ll be looking to roll out header bidding with more partners and in more markets.”
Photo by Andrea Piacquadio from Pexels 

Finecast provides increased access to inventory with new header bidding capabilities

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Finecast is the global leader in addressable TV

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Technology

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About Us

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Finecast is the global leader in addressable TV

Simplifying the TV landscape

How we work

We put people first

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Puneet Arora

Yasmin Mallari

Kathryn Domingo

Trusted partnerships

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