In recent years we’ve worked with both local & global FMCG advertisers on their addressable TV strategies. Through our work, we’ve seen that FMCG advertisers use Finecast to complement their traditional TV spend to:
- Increase awareness
- Drive response
- Improve brand perception
To achieve these goals, FMCG advertisers typically create bespoke creatives for different audiences and use a combination of third-party shopper segmentation and geo drive time data to reach their target viewers.
Some FMCG brands then layer this with geo drive time data to segment and target potential consumers near stores that sell their products.
- Create bespoke creatives for different audiences
- Use third party shopper segmentation
- Layer on geo drive time data and weather data to reach target audiences
Once the ad goes live, the local retailer then measures the increase of footfall to gain valuable insights into the ad’s impact on product sales.
Getting creative: We’re also seeing brands use weather data to target viewers. To do this, an advertiser agrees in advance the regions where the ad will show, then switches the ad on or off in nearly real time based on weather conditions.
A recent study by BARB reported that television is the number one entertainment platform for viewers, with over 81% being watched on a TV screen. It’s always been an important one-to-many advertising play: a powerful medium that enables brands to build relationships, tell a story and bring fame overnight, while driving both short- and long-term business effectiveness.
TV and the way we view it is changing, though. As a result, traditional TV advertising is coming under pressure. Advertisers are now looking for new ways to apply data and prove the value of TV advertising.
For the FMCG industry, the ability to buy addressable TV households is a game changer. With addressable TV, brands can now reach relevant audiences and prompt viewers to action.
The power of Finecast
Finecast TV enables brands to leverage addressable household targeting and optimisation capabilities to reach more relevant and engaged viewers at a postcode and household level. Brands can now connect with audiences that were traditionally hard to reach in an environment where viewers are relaxed and engaged with what they are watching.
Finecast TV provides advertisers a single point of access to 100% addressable broadcaster quality inventory, regardless of what device audiences are using to connect.
The Millward Brown methodology looks at media exposure and expenditure by media channel (TV, Finecast, Display and Social), using control and exposed audience samples correlated with delivery by postcode to measure overlap of exposure. Our use of this methodology marks a UK first.
The Lightspeed methodology develops Finecast control and exposed audiences based on pre-screening questions that are specific to the devices and content that Finecast delivers to. Through prompted and unprompted survey questions, uplifts in brand metrics can be quantified.