GroupM announces Geo Granularity, a hyperlocal and granular targeting solution by Finecast, GroupM Nexus’s addressable TV offering. This marks a significant milestone in hyperlocal and granular targeting for TV advertisers. They can now reach more defined audiences across India’s top cities, optimizing campaign performance and driving better user experiences.

Enhanced Targeting Capabilities:

• Geo Granularity replaces broader pin code level targeting with precise 1000-meter granularity.
• Advertisers gain the ability to zero in on specific audience segments, optimizing campaign effectiveness.

Comprehensive Coverage:

• Covering a vast area of 26,000 square kilometers, Geo Granularity spans India’s major cities.
• Advertisers can leverage this innovative solution to connect with audiences in key locations.

Proprietary Geo-Spatial Technology:

• Geo Granularity relies on Finecast’s proprietary geo-spatial technology for accurate targeting.
• Valuable data points within each square kilometer grid undergo meticulous refinement and integration using Finecast’s audience planning technology.

Precise Targeted Campaigns:

• The integration of refined data empowers advertisers to create highly targeted campaigns.
• By resonating with their intended audience, advertisers drive better engagement, higher click-through rates, and increased conversions.

Relevance and User Experience:

• Studies indicate that showing relevant ads leads to positive user experiences and stronger brand engagement.
• Geo Granularity enables advertisers to deliver tailored messages, enhancing the overall ad experience.

Accessible to GroupM Clients:

• All GroupM clients can leverage the benefits of Geo Granularity through their dedicated media planners.
• This ensures seamless adoption and utilization of the geo-targeting solution.

And what they said

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.

Read more: Inside Digital Advertising: A Discussion with Group M’s Vishal Sharma