GroupM, WPP’s media investment group, today announced the launch of Geo Granularity, a hyperlocal and granular targeting technology developed by Finecast, the addressable TV solution of GroupM Nexus.
According to the agency, the new technology, engineered for high-quality broadcaster inventories on the big screen, has been enhanced from broader pin code level targeting to granular 1000-meter geo-targeting, allowing advertisers to zero in on more defined audiences for their campaigns.
By zooming in on a smaller geographical area – narrowed down to a one square kilometre grid, GroupM claims that advertisers can experience improved proficiency and optimised ad spend through Finecast’s audience planning technology that targets specific households based on consumer affluence, behaviour, and demographics.
Covering an expansive area of 26,000 square kilometres across India’s top cities, this solution was developed using proprietary geo-spatial technology. Each square kilometre grid incorporates a wide range of valuable data points which are refined and integrated using Finecast’s audience planning technology. GroupM stated that this comprehensive data empowers advertisers to create precisely targeted campaigns that resonate with their intended audience.
Prasanth Kumar, CEO – GroupM South Asia, said, “Finecast’s Geo Granularity technology is a game-changer for businesses seeking to achieve more targeted and hyperlocal TV advertising across high-quality broadcaster inventories. This innovative solution will revolutionize the way advertisers approach TV advertising by offering a more precise and coherent approach to targeting specific geographic areas. By reaching potential customers in their local markets, businesses can enjoy higher relevance, better consumer experience, and ultimately, more conversions.”
Atique Kazi, President – Data, Performance & Digital Products, GroupM India, said, “With Geo Granularity’s innovative targeting strategy, businesses can leverage the increased flexibility to connect with captive audiences and grow their brand equity. GroupM Nexus’ Finecast has continued to be a trailblazer in addressable TV by developing technology like Geo Granularity that’s revolutionizing the industry by providing advertisers with stronger outcomes and higher return of investment.”
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