Finecast, an addressable TV provider, has announced its partnership with Nectar360 that will see an integration of its online and in-store purchase behaviour data to offer Finecast clients advanced targeting and measurement capabilities with their addressable TV campaigns. The integration includes data such as category purchases, shopping behaviour, customer missions and custom audience builds to accurately identify key audiences for their creative based on their shopping habits, enabling brands to reduce ad spend wastage and increase their return on ad spend by directly reaching specific households.
Using this service within Finecast’s addressable ecosystem, clients will be able to bring the sophisticated mass-market approach to the large screen with their addressable TV campaigns, meaning advertisers can now deliver on the principles of their marketing strategy in major advertising categories such as FMCG, and Food and Beverage.
An additional benefit to advertisers is the increased efficiency of measurement capabilities offered through this partnership. Using the insights garnered from the Nectar data within the Finecast ecosystem, brands can directly measure post- vs pre-campaign sales and frequency of sales to highlight uplifts and consideration, closing the measurement loop within these categories.
“We are delighted to announce our partnership with Nectar360, and equip our clients with the capabilities needed to drive real business outcomes from their TV campaigns,” said Harry Harcus, Managing Director at Finecast. “From our early implementations of this data infused offering, we have seen some remarkable results and we are excited to support and celebrate the success of future campaigns using these insights.”
This integrated dataset solution will act as an additional capability within the Finecast toolset for advertisers who want to target specific categories, enabling them to reduce ad wastage and improve performance and measurement of their large screen campaigns at scale.
Commenting on the partnership, Christina Honigfort, Head of Marketing, New York Bakery Company said: “Finecast’s partnership with Nectar not only provided us with the opportunity to identify & reach our customers in high quality, broadcast environments, but also to test & learn and evaluate its impact on actual sales. The results were very strong, proving that such targeted comms activations work incredibly well for the New York Bakery Co. brand.”