GroupM’s Modi to enter addressable TV buying business

What? GroupM is opening a new media buying and planning agency.
Why it matters?  The agency will focus on addressable TV, hyper-local TV and interactive TV reflecting how data and ad-tech  expand into the TV buying business.

GroupM logo 285x188GroupM is introducing a buying and planning agency dedicated to digital distribution, addressable TV, hyper-local TV and interactive TV. The new unit will be called Modi and will have 20 employees. Modi will be led by Michael Bologna, GroupM's director-emerging communications.

Modi will be available to GroupM's agencies and clients, and will also seek business from clients not affiliated with GroupM shops.  According to Advertising Age, it has signed two entertainment marketers that were not previously working with GroupM.

Modi's focus will be addressable TV and according to GroupM, 40% of U.S. households can receive addressable ads. Ads can also be targeted on a hyper-local level to specific zones or ZIP codes. Also, a unit within Modi will work with entertainment clients to promote movies and programs when they become available via on-demand platforms like iTunes, Microsoft's Xbox, Amazon and Walmart's Vudu.


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

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