GroupM’s Modi to enter addressable TV buying business
What? GroupM is opening a new media buying and planning agency focused on addressable TV.
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 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.