GroupM has launched a new TV business unit that hopes to offer clients superior targeting and engagement capabilities in a technology driven, data fused, addressable media environment.
The unit will be called Modi Media and will be led by Michael Bologna, GroupM’s director of emerging communications. Bologna’s appointment as president of Modi Media is effective immediately.
Solutions offered by Modi will include dedicated advertiser channels, commercial overlays for lead generation, smart TV applications and e-commerce. Modi will provide advertisers with strategic planning, buying, production, and data analysis across platforms including cable, satellite, telco and gaming services.
The unit will cover four main practices. Digital Content Distribution will be focused on the promoting sales or rental of digitally distributed films across cable and satellite platforms and through connected devices (iTunes, Xbox, Amazon, Vudu). Meanwhile Addressable TV will have the ability to send a TV commercial to a specific household based on a brand’s actual target profile. Targeting criteria can include income, advanced demography, and purchase behavior, among others. Ads are served only to the homes that fit the specified target criteria.
The Hyper-Local TV function enables advertisers to insert a TV commercial directly to a specific zone or zip code based on geographic skews, sales data, trading radius to help focus clients’ TV advertising. Lastly, Interactive TV (iTV) will enable advertisers to engage consumers more deeply with interactive content and promotions, using TV commercials as a “jumping off point.”
“We are preparing for a world of media consumption and advertising message delivery that is radically different from what we see today,” GroupM North America CEO Kelly Clark said.
“Data and technology are driving enormous change in the structure and the economics of the television business, and it’s critical that we are ready to help clients navigate the new landscape. Modi Media will develop powerful advanced TV solutions for advertisers,” Clark added.
Modi will be supported by the full resources of GroupM including its TV implementation, optimisation, research and data capabilities. The unit’s services will be made available to clients of all GroupM agencies, which include Maxus, MEC, MediaCom and Mindshare. In addition the new unit will offer its services to other WPP agencies and directly to clients who may not work with a GroupM media agency.
Currently, Modi will have offices in USA only.