WPP’s media unit GroupM unit has launched an “advanced” television unit called Modi Media (pronounced “Mo-dee”) that will cover four specific practices: digital content distribution, addressable TV, hyper-local TV and interactive TV.
GroupM’s director of emerging communications, Michael Bologna, has been named president of the new division, and will fold its responsibilities into his existing role.
Bologna began his career with GroupM network MEC in 1998, as an assistant media planner on the agency’s AT&T assignment. He was also one of the original members of its dedicated digital unit The Digital Edge. More recently, he has held positions specifically focused on advanced television.
GroupM North America CEO Kelly Clark said in a release that the new division acknowledges the increased role that data and technology are playing in TV advertising. Clark said that Modi will focus on solutions designed to provide clients with advanced targeting capabilities with less waste, improved ROI and deeper engagement.
Modi is based on the premise that addressable TV represents the future of TV advertising. According to GroupM, the current reach potential of addressable TV in the U.S. is 40 million homes, with significant growth potential.
The potential for hyper-local ads that can be delivered to a specific zone or zip code based on factors such as geography, sales data or other factors, enabling advertisers to focus TV ads in highly concentrated local neighbourhoods without having to buy an entire market.
Modi’s interactive TV capabilities will use standard commercials as a “jumping off” point, for a more engaging consumer/advertiser experience with solutions including dedicated advertiser channels, commercial overlays for lead generation, smart TV applications and e-commerce. The unit will provide strategic planning, buying, production and data analysis across multiple platforms including cable, satellite, telco and gaming services.
Modi will be supported by GroupM’s TV implementation, optimization, research and data capabilities. Its services will be available to all GroupM clients, as well as other WPP agencies and directly to clients not working with a GroupM agency.
