MANILA, PHILIPPINES — GroupM, WPP’s media investment arm, announced the launch of Finecast in the Philippines today, a first-to-market addressable TV service that allows advertisers to target households with relevant TV ads across multiple TV channels, pay-TV platforms, set-top boxes, a variety of video on demand (VOD) services, over-the-top (OTT) providers, and game consoles. With all mediums combined for scale, inherently viewable, and within high-quality and brand-safe content.
“As the world’s largest media advertising company, GroupM is able to forge the sizeable partnerships necessary to identify relevant audiences in the fragmented TV landscape,” said Puneet Arora, Chief Executive Officer of GroupM Philippines and Singapore. “Through Finecast, we have partnered with the Philippines’ top content providers, broadcasters, platforms, and data providers to build this market, which will inevitably add more value to GroupM’s clients in the country.“
The Philippines is Southeast Asia’s third-largest TV market, with 22 million TV households. This has an impact on the country’s evolving consumer behavior in tandem with the diversification of devices, content, and channels, making it increasingly challenging for brands to plan and target audiences on TV.
“With the country expected to reach US$ 23.9 million on ad spend in connected TV in 2027, Finecast aims to solve this problem for Filipino clients by providing a single point of access to the entire addressable TV ecosystem, managing distribution and frequency holistically across broadcasters and screens in order to deliver relevant audiences wherever they are watching,” said Yasmin Mallari, Chief Investment Officer of GroupM Philippines.
“TV has undergone an incredible amount of transformation in the last five years, and we have been at the forefront of the innovation from the start, providing brands with the tools and capabilities to activate their campaigns on the big screen like never before. Finecast continues to innovate and pioneer TV transformation, and I’m incredibly excited and proud of the team for bringing addressable TV capabilities to market,” added Finecast Global Chief Executive Officer Nicola Lewis.
Finecast’s key partnerships with best-in-class data providers enable intelligent audience segmentation based on socioeconomics, life stage, and financial behaviors, resulting in highly precise TV audience profiles. Brands can then use these profiles to show different ads to different households watching the same TV show, making their advertising more effective and driving cost efficiencies.
“With advancements in data and technology, as well as the massive growth of digital consumers in the Philippines, the advanced TV advertising opportunities available for brands are incredibly exciting. We are thrilled to bring our next-level TV advertising capabilities to market that fuse the best of TV’s emotional prowess with data, creating unique opportunities for advertisers across the country by providing a better, more personal TV experience,” concluded Finecast Director for the Philippines Kathryn Domingo.
