GroupM launches Finecast in Australia

GroupM last week announced the Australian launch of its new Addressable TV business, Finecast. On Finecast, advertisers can target viewers across multiple on-demand, set-top box and live streaming TV environments.

According to GroupM, Australia is the second market launch for Finecast, following UK, launched a year ago. GroupM says Finecast has attracted advertisers across categories including automotive, retail, banking, FMCG and beyond, with close to 100% of clients pleased with their measured results and return on investment.

“Watching TV has never been as good as it is now, but as viewing behaviours evolve and audiences fragment across platforms, advertisers are grappling with how to continue making the best use of one of their most trusted mediums. The collaboration between Finecast and broadcasters uses data to provide more relevant ads within professionally created content. It’s a win for everyone – advertisers, media owners and consumers.”

Jakob Nielsen, Global CEO, Finecast

A recent research report Finecast conducted with 3rd party provider IHS Markit projected that 14 million addressable-capable TV devices will be in Australian homes within 2 years, setting the stage for industry momentum with addressable TV.

With broadcast partners Seven, Nine, Ten, SBS and Foxtel via Multi Channel Network (MCN), Finecast built a targeted TV inventory pool reaching Australian households at scale – across TV channel brands, Pay-TV platforms and digital media players, a range of broadcast video on demand (BVOD) services, over-the-top providers, and games consoles. Finecast is live and already running campaigns as part of a pre-launch pilot programme. From today it is open to all advertisers, large and small.

“Marketers are asking how to increase efficiency while also maintaining mass brand awareness and long-term brand health. Finecast solves this by allowing them to use television in new ways. It also paves the way for new, smaller advertisers to cost efficiently use the medium. Together, this strengthens the Australian TV market, ushering a new golden age of television. And our clients will be there first.”

GroupM Australia CEO, Mark Lollback

Finecast’s planning tool is powered by data from Australia’s household data sets: ABS Census, GeoEmma, Experian and RDA Research, as well as GroupM’s propriety audience segment database. Finecast offers access to over 1200 data variables such as socio-economic, life stage, financial, purchase data, etc.

Broadest access to addressable TV supply across all major platforms
Exclusively premium, 100% viewable brand safe TV content, with no ad blocking.

In conjunction with the launch, Brett Poole is named Finecast’s Managing Director in Australia. Poole was previously [m]PLATFORM’s VP of Media and Activation and previously the General Manager of Plista, GroupM’s native advertising business.

“What we’re offering is the power of television, with the precision of digital and we’ve been working closely with all corners of the TV community to comprehensively understand the opportunity for Addressable TV. With on demand audiences growing rapidly and advertiser appetite for holistic, targeted access at scale, now the time is right to deliver our comprehensive solution.”

Brett Poolem Finecast’s Managing Director in Australia