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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

GroupM brings addressable TV service to Australia after positive results in the UK

The media agency has picked Brett Poole as Finecast’s managing director in Australia.

GroupM has brought Finecast, its addressable TV business, to Australia from the United Kingdom to allow advertisers to target viewers across on demand, set top box and live streaming TV environments.

Finecast has already been deployed since 2016 in the UK and GroupM claims it 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.

It has ran over 150 campaigns with 74 advertisers, including Marks and Spencers, Ford, eBay, Sony, Vodafone, Comparethemarket and The Sunday Times, and has data partnerships with Experian, Mastercard, mPlatform and Kantar.

In Australia, GroupM hopes Finecast will be able to facilitate collaboration across the TV ecosystem as over 14 million addressable-capable TV devices are set to be found in Australian homes by 2020.

Australian broadcasters like Seven, Nine, Ten, SBS and Foxtel via Multi Channel Network (MCN) have already come onboard as Finecast has already started running campaigns as part of a pre-launch pilot programme. It will be open to all advertisers from today.

“Marketers are asking how to increase efficiency while also maintaining mass brand awareness and long-term brand health,” said Mark Lollback, chief executive officer at GroupM Australia.

“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.”

The media agency has picked Brett Poole as Finecast’s managing director in Australia. Poole was previously [m]Platform’s vice president of media and activation, and previously the general manager of Plista, GroupM’s native advertising business.

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