GroupM Opens TV Audience Targeting Unit

WPP's media investment management arm GroupM has launched a TV audience targeting division called Modi Media, tapping into the group's TV implementation, optimization, research and data capabilities.

Specifically, the unit will focus on developing ways to target TV viewers via 'data-fused addressable media'. Its four practices include digital content distribution of TV programs over platforms such as iTunes, Xbox, Amazon and Vudu; 'addressable TV', used to target TV ads to households based on a brand's actual target profile; 'hyper-local' abilities to deliver TV commercials to specific codes or zip codes based on geography, sales data, trading radius etc; and interactive TV experiences through which consumers can interact directly with program content or advertising.

Modi will provide advertisers with strategic planning, buying, production and data analysis across platforms including cable, satellite, telco and gaming services. It will be led by digital TV targeting expert Michael Bologna (pictured), GroupM's Director of Emerging Communications.

GroupM North America CEO Kelly Clark comments: 'We are preparing for a world of media consumption and advertising message delivery that is radically different from what we see today. 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.'

Web sites: www.wpp.com and www.groupm.com .