GroupM, a prominent media investment group under WPP, has unveiled the GroupM Ad Innovation Accelerator. This pioneering program is set to redefine advertising, particularly in the streaming sector, by collaborating with top media and technology partners like BrightLine, Disney, KERV, NBCUniversal, Roku, Telly, and YouTube.
The accelerator is geared towards transforming the conventional 30-second ad spot. By integrating advanced digital technologies, the initiative seeks to strengthen the connection between brands and viewers and drive measurable outcomes for GroupM’s advertisers.
This collaboration aims to develop scalable ad formats for broad application across various ad-supported streaming platforms, including Peacock, Telly, The Roku Channel, and YouTube. Initially, this innovative program will be accessible to GroupM clients in North America, specifically at Mindshare, Wavemaker, and EssenceMediacom.
Andrew Meaden, Global Head of Investment at GroupM said “We have to craft a future of our industry where engagement, innovation, and outcomes converge. As we shape the next era of media where advertising works better for people, it is critical we continue to innovate new advertising experiences with our partners around the world to ensure brands are meeting audiences where they are. With more ad-supported options emerging, advertisers must respect audiences’ preferences and use cutting-edge technology to deliver more personalized content.”.
Led by GroupM’s industry-leading investment team, the Ad Innovation Accelerator plans to evolve traditional advertising formats. The partners will engage in regular innovation sessions, set clear goals, launch pilot programs in early 2024, and co-create adaptable advertising models. The efficiency and effectiveness of these new ad formats will be thoroughly analyzed to ensure their success.
Mike Fisher, Executive Director, Investment Innovation at GroupM said “Brands advertising in ad-supported streaming environments have an incredible opportunity to engage with attentive consumers, but the rapidly evolving media landscape makes it difficult for advertisers to efficiently and resourcefully launch interactive advertising campaigns. Our clients need a simple way to activate interoperable and attributable campaigns across the ad-supported streaming ecosystem. With key stakeholders at the same table, we will shape impactful outcomes that allow advertisers to execute creative, engaging and effective campaigns.”.
After its North American introduction, GroupM intends to roll out the Ad Innovation Accelerator globally throughout 2024. The aim is to develop and test new advertising formats across current and emerging channels. GroupM welcomes collaboration with other partners to further enhance the effectiveness and impact of the advertising ecosystem.
GroupM’s initiative marks a significant advancement in the field of advertising innovation. It promises to deliver more captivating, effective, and measurable advertising experiences, adapting to the dynamic needs of the digital media landscape.
Recognizing it as a major leap in advertising technology, the program is seen as a crucial development for marketers seeking to capitalize on the evolving digital advertising trends.
