GroupM launches Total TV Measurement for UK

GroupM, advertising giant WPP’s media investment group, has launched Total TV Measurement, a new tool that offers GroupM clients in the UK data-driven measurement capabilities that are designed to help deliver the value of addressable TV.

Developed by Finecast, the addressable TV solution of GroupM, the tool is designed to help clients understand the reach contribution between a Finecast addressable TV campaign and the corresponding linear campaign to understand campaign effectiveness and inform future planning, according to GroupM.

Total TV Measurement aggregates, aligns, and de-duplicates a group of data sets, including campaign delivery data across all addressable TV content and Linear data from BARB, the UK audience research organisation.

To develop Total TV Measurement, the Finecast team in the UK partnered with research and technology companies AudienceProject and TechEdge.

Samantha Lister

By combining AudienceProject’s custom design TV measurement technology with Finecast data – which includes BVOD, AVOD and other broadcast-like content – Total TV Measurement is designed to fuse and analyse data to create a single measure of cross-channel addressable reach, according to the company.

This is then combined with BARB data via TechEdge to produce de-duplicated reach and frequency metrics across addressable TV and linear campaigns. The solution delivers these enhanced metrics against a broad set of BARB demographic audiences and will soon extend further to more addressable audiences such as affluence and life stage.

Outputs offered by Total TV Measurement include cross-channel addressable TV reach and frequency, linear campaign reach and frequency, and overall de-duplicated reach and frequency

“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. 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”, said Samantha Lister, Head of Marketing Science at Finecast.

“AudienceProject’s mission is to help brands uncover value through cross-media audience measurement”, said Martyn Bentley, Commercial Director, UK at AudienceProject. “We are thrilled with this development in how our audience measurement capabilities continue to support Finecast’s high-quality Total TV offering for many of the UK’s largest brands.”

Richard Fuller, Managing Partner at Finecast UK, said: “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.”