Finecast, GroupM Nexus’ addressable TV solution, has partnered with iWantTFC, the premier Filipino streaming platform, to offer connected TV (CTV) inventory to clients in the Philippines. According to this year’s Nielsen Consumer and Media View, more consumers than ever before are now watching TV via digital extensions. In fact, the ownership of CTV has increased from 6.1% before the pandemic to 17.2% currently. This presents a favorable moment for advertisers in the country, as the partnership arrives at an opportune time.
With Finecast’s expertise in addressable TV and iWantTFC’s position as a leading streaming platform, this is set to revolutionize the advertising industry in the country. This collaboration allows Finecast to expand its reach and solidify its position as a leader in the media industry while enabling iWant to enhance its advertising capabilities.
Speaking on the partnership, Yasmin Mallari, Chief Investment Officer, GroupM Philippines says, “Finecast is delighted to partner with iWant to bring CTV inventory to clients in the Philippines. This partnership is a game changer for the industry and will drive the evolution of TV advertising in the country.”
“We are excited to offer our clients the opportunity to reach audiences through CTV and make the most of the evolving media landscape in the Philippines. This will enable brands to capitalise on this trend and deliver their message to audiences on the big screen for maximum impact,” says Kathryn Domingo, Finecast Director for the Philippines
TV remains the cornerstone of media planning in the Philippines, with a substantial adoption rate of 79% in urban areas and 71% in rural regions. However, the TV landscape is evolving, and linear TV alone is no longer sufficient. Despite this shift, TV continues to hold cultural significance in the country, particularly for family viewing during primetime. To adapt to the changing media landscape, brands can leverage CTV as part of their TV transformation strategy, which offers them the opportunity to deliver impactful and engaging experiences on the “big screen,” maximizing their impact on the target audience.
“We are excited to collaborate with Finecast, the leading addressable TV solution provider, to provide CTV inventory to our clients in the Philippines. As a pioneer and innovator among publishers in the country, iWant is devoted to providing our fans with the finest streaming experience possible, and our relationship with Finecast helps us maintain that aim. With Finecast’s expertise in addressable TV, we are convinced that our customers will benefit from highly targeted advertising campaigns that efficiently reach their intended consumers,” says Jamie Lopez, Head Of Digital at ABS-CBN Corporation (iWantTFC).
According to GroupM’s This Year Next Year forecast, spending by advertisers on CTV in the Philippines will triple from US$18 million in 2020 to US$59 million this year. By 2024, this category is expected to grow by a further 28%.
The partnership also marks a significant milestone for both companies, as it provides a unique opportunity for advertisers to tap into the growing CTV market in the Philippines and connect with audiences in innovative ways.