GroupM launches Finecast to give single-buy access to addressable TV inventory from every broadcaster...
The media agency group has created a buying system that it hopes will be plugged into addressable inventory on all UK Pay TV platforms, free-to-air platforms (when they enable addressable executions), and direct-to-consumer broadcaster streamed services, covering on-demand and linear. Advertisers can target specific audiences and Finecast will find them, everywhere, via a single buy. The solution will roll out to other markets over time.
The Pay TV rivals are working to implement a unified addressable TV platform with a footprint of 12 million homes and 30 million people. Advertisers will be able to access this market through a single source. Sky Media’s Jamie West explains the rationale behind the partnership, which is about giving marketers what they have been asking for: advanced ad-tech at scale and with minimal complexity.
Recent improvements to UK public TV broadcaster Channel 4’s ability to target ads and personalise the audience experience mean that it now makes as much money from an impact on its All 4 portal as it does from one on its linear channels. The All 4 audience can be divided by ‘taste’ into nine different segments, rather than simply through demographics, age and gender.
New research has revealed the scale of opportunity for connected TV advertising in Europe, with "widespread agreement" across the entire market that connected TV is a new class of inventory.
A research paper from consultancy MTM and Yospace, a leader in dynamic advertising insertion (DAI) technology, has highlighted the ongoing power of linear and live television, fears among broadcasters that global Internet giants will bid for premium sports rights, and their confidence that they can better monetise their own online simulcasts thanks to DAI and more data-driven audience insights.
The Belgian broadcaster launched the new version of ‘Stievie Premium’ last week, which enables the ads that appear in broadcast signals to be replaced with targeted versions in the live online simulcast. Medialaan and DAI provider Yospace are hailing the radical innovation on the platform, which also shortens ad-breaks when you are behind live.
Most German viewers of the RTLplus broadcast channel saw ads for Raffaello chocolates on Wednesday night but owners of HbbTV 2.0 compatible televisions saw ‘nutella B-ready’ ads instead. IP-delivered ads replaced the broadcast stream in real-time, demonstrating the potential for broadcast linear targeting in the free-to-air market.
Joe Marchese, who is responsible for advertising revenue at Fox Networks Group, says TV cannot compete based on impressions. It must deliver attention, in increasingly variable lengths, with a sliding scale of what each ‘view’ is worth. He also repeated the idea that the scramble for digital impressions, regardless of their quality, is media’s equivalent of sub-prime mortgage madness.
Cadent Technologies has integrated its addressable linear DAI solution into its unified multiplatform advertising system. If one targeted campaign has been served too many times on a tablet, the STB knows instantly and chooses a different one. Ad decisioning is performed in real-time in the cloud and even ad copy can be unicast for just-in-time splicing on the STB.
The media buyer is worried that SVOD is taking viewers away from advertising and has indicated that it would welcome ad-supported offers from today’s popular SVOD services. GroupM hopes broadcast partners will give it the large scale addressable capabilities it wants – but Netflix ads would certainly increase the incentive for broadcast innovation.