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UK/SPAIN – Media investment organization GroupM, part of advertising giant WPP, has launched addressable TV company Finecast in Spain.

Finecast, which was launched at WPP’s Madrid campus, enables advertisers to personalize ads across on-demand, linear and live TV.

The tool works for content from multiple streamers, connected devices, set-top boxes, over-the-top providers, and game consoles, all through a single access point.

Around 80% of homes in Spain are connected to digital TV, which has created significant audience fragmentation and greater difficulty in getting wider advertising coverage, according to Finecast.

Nicola Lewis, Global Managing Director of Finecast, said, “Our global addressable TV advertising platform brings together and combines available inventory in the new market reality.

“I am convinced that Finecast will be as well received in Spain as it has been in other markets.”

Maribel Vivancos, Director of Finecast Spain, said: “With the global advertising platform we are launching, we can regain the lost linear television audience by applying greater targeting capabilities using these new consumption environments. television content.

“The benefit of only targeting households that belong to our target audience, and even creating different segments and targeting them with different creatives, allows us to deliver more effective and efficient actions.”