Finecast, GroupM’s planning and buying access point to addressable TV inventory, offers its Total TV Measurement solution that provides unique insights for advertisers who want to combine addressable TV with classic linear broadcast in a campaign.
The solution provides de-duplicated reach and frequency against a broad set of Barb demographic audiences. Finecast plans to show incremental reach against more “addressable” audiences such as affluence and life stage.
The measurement solution is available for GroupM clients in the UK, and it demonstrates the reach contribution of Finecast-enabled addressable TV buys. Total TV Measurement has been used with multiple GroupM clients, and it was given its official go-to-market launch in June after receiving a stamp of approval from PwC.
Total TV Measurement measures and de-duplicates addressable TV audience exposures across the entire Finecast supplier ecosystem, which includes linear broadcast addressable TV plus BVOD, AVOD, and other “TV-like” (high-quality, broadcaster equivalent standard) streaming. This is achieved by combining Finecast log-level data with measurement provided by AudienceProject, which runs its viewing panel with an establishment survey. This cross-channel addressable audience view is then combined with BARB data via TechEdge to show de-duplicated reach and frequency across the addressable and classic linear portions of a campaign.
The new product does not attempt to de-duplicate audiences between one streaming addressable source and another, with the focus on showing the difference a combined addressable buy makes on top of linear. The outputs from Total TV Measurement are: cross-channel addressable TV reach and frequency; linear campaign reach and frequency; overall de-duplicated reach and frequency; Finecast (addressable) and linear TV 1+ cover curves (with other custom cover curves considered).
Samantha Lister, head of marketing science at Finecast, said, “This is a solution for brands that want to understand how reach interacts across addressable TV and linear TV and how they can optimize reach across the two. It helps them consider the impact of budget allocation.”
The PwC verification to ISRS 4400 (Revised) standards was a proactive move, as GroupM clients using the solution and the GroupM agencies were happy with the outcomes and their due diligence. Total TV Measurement is free on selected campaigns, and the ambition is that it becomes standard practice for qualifying campaigns where linear and addressable are being combined.
