WPP’s GroupM has today (15 June) announced the launch of ‘Total TV Measurement’, a new solution that will offer GroupM customers greater measurement capabilities.
Developed by media firm Finecast, Total TV Measurement will enable users to gain in-depth, data-driven measurement solutions that will further enhance the value of addressable TV.
Outputs offered by the new service will include: cross-channel addressable TV reach and frequency, linear campaign reach and frequency, overall de-duplicated reach and frequency, alongside Finecast and linear TV 1+ cover curves (other custom cover curves considered).
“We understand that our clients are demanding greater union and cross-channel insight when it comes to media planning and measurement, and we’ve seen great advancements in the space in the past couple of years”, Finecast head of marketing science, Samantha Lister said.
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“Utilising the capabilities of AudienceProject and TechEdge, we have created a measurement solution that goes one step further in understanding the value of addressable TV on the media plan. The additional verification procedures performed by PwC provide clients with reassurance over the data and processes used throughout this solution.”
As the audiovisual landscape rapidly evolves over the coming decades, integrated measurement solutions that can provide flexible insight solutions will become ever more valuable.
Finecast UK managing partner, Richard Fuller added: “We are aware that TV and Video are becoming increasingly intertwined and simplifying the post-campaign measurement process for our clients is vital to showcase the success of their hard work and partnership with us.
“We want to ensure our customers are one step ahead when it comes to measuring and optimising their addressable campaigns and most importantly helping them drive efficiencies.”
