• by Richard Whitman , Columnist, March 9, 2020

WPP’s GroupM has rolled out its addressable TV service Finecast to Canada.

The offering was launched in 2017 in the UK and later set up in Australia.

It is designed to help TV advertisers target viewers more precisely across the spectrum of video platforms, over-the-top providers and game consoles, all combined for scale. 

The service’s targeting precision is driven by multiple sources of data providing close to 200 different targeting segments. It utilizes industry data platforms, including Acxiom, Experian, MasterCard and Kantar.

In Canada, launch partners include various media companies, such as Bell, Rogers, CBC and Corus, as well as distribution across platforms, such as Tubi, Amazon, Roku and Samsung. Additional partners will be announced later. 

“We know linear TV viewership has been declining, but the audience is still there,” said Finecast Global CEO Jakob Nielsen. “They are just changing the way they consume content.” The service helps clients better pinpoint that changing viewer behavior, he added.

No word yet on the U.S. rollout of the service.