GroupM, WPP’s media investment group, announced the launch of the GroupM Ad Innovation Accelerator, a first-to-market program aimed at redefining engagement between advertisers and audiences.
BrightLine, Disney, KERV, NBCUniversal, Roku, Telly, and YouTube will join GroupM’s Ad Innovation Accelerator at launch. With a common vision, the working group will strategize and create scalable ad formats that are designed to be ubiquitous across ad-supported streaming environments such as Peacock, Telly, The Roku Channel and YouTube, among others. This program will first roll out in North America for GroupM clients at Mindshare, Wavemaker and EssenceMediacom.
“We have to craft a future of our industry where engagement, innovation, and outcomes converge,” said Andrew Meaden, Global Head of Investment, GroupM. “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.”
Spearheaded by GroupM’s industry-leading investment team, the Ad Innovation Accelerator will aim to evolve the traditional 30-second ad spot by integrating advanced digital technologies that will enhance brand-to-viewer connections and drive measurable results for participating GroupM advertisers.
“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,” said Mike Fisher, Executive Director, Investment Innovation, GroupM U.S. “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.”
According to GroupM’s This Year, Next Year 2023 End-of-Year Forecast, CTV advertising will increase 14.9% in North America in 2024, accelerating from 9.4% in 2023.
The newly formed working group will convene in early 2024. Partners of GroupM’s Ad Innovation Accelerator have mutually agreed to:
Set recurring innovation sessions and quarterly meetings to establish goals and determine outputs for newly created advertising models and methods.
Launch pilot programs in Q1 2024.
Co-create advertising formats for agnostic use across the media ecosystem using test-and-learn findings.
Analyze efficiency and efficacy of media campaigns using newly implemented standards and practices.
“Building on a legacy of setting industry benchmarks and driving responsible media investment, our program is rooted in shared discovery, proven success and forward-thinking. We’re encouraged by our partners’ collective commitments to impactful advertising and their leadership in advancing new ad formats, specifically for streaming video,” said Matt Sweeney, Chief Investment Officer, GroupM U.S. “Uniting partners with varying objectives to streamline ad development will have a multitude of benefits for our advertisers, ultimately allowing for quick iteration and better interoperability across platforms. That’s a win-win for our industry.”
Working group members will closely collaborate with GroupM advertisers that express interest in testing new formats and processes. Benchmark testing will be finalized in early 2024 ahead of 2024-2025 Upfront planning.
GroupM’s Ad Innovation Accelerator will roll out to other markets throughout 2024, with the goal to develop and pilot new ad formats across existing and emerging channels.
GroupM is open to collaboration with other partners interested in working together to make the ecosystem of our industry more effective and impactful for advertisers. Companies interested in joining this program can contact adinnovationaccelerator@groupm.com. Additional participants of the GroupM Ad Innovation Accelerator will be announced at a later date.
QUOTES FOR ATTRIBUTION:
Robert Aksman, President, and Co-Founder at BrightLine: “Consumers expect more from brands at every touchpoint, and the living room is no different. This collaboration accelerates the innovation feedback loop with GroupM clients to ensure tomorrow’s TV ad experiences align with both viewer expectations, and advertiser needs.”
Jamie Power, SVP, Addressable Sales, Disney Advertising: “At Disney, we understand the importance of creating meaningful ad experiences to engage viewers, and we are dedicated to doing so at scale. From our pioneering work in viewer-first and choice-based ad offerings to our collaborations with innovative media, technology and streaming providers, we believe in creating flexible options for advertisers while enhancing the overall consumer experience.”
Jay Wolff, Chief Revenue Officer, KERV Interactive: “AI is paving the way for a more seamless and scalable CTV experience with enhanced targeting and automated dynamic creative optimizations. The future of the living room is bright. Our collaboration within the GroupM Ad Innovation Accelerator represents a significant step forward in reshaping the video advertising landscape, utilizing industry-leading AI to empower brands to do more with less across their CTV investment.”
Ann Scheiner, Executive Vice President, Agency Partnerships, NBCUniversal Advertising & Partnerships: “Innovation is in our DNA at NBCUniversal, and we have long been committed to reimagining the commercial experience to both deliver the results marketers need and create an engaging experience for viewers. We look forward to bringing this innovative mindset to the Ad Innovation Accelerator, and working collaboratively across the industry to create ad formats and products that are effective for brands and captivating for audiences.”
Kristina Shepard, Vice President, Global Advertising Sales & Partnerships, Roku: “As TV viewing continues to shift to streaming, Roku strives to create a better TV experience overall for consumers and advertisers alike. We’re energized by GroupM’s commitment and look forward to driving outcomes alongside some of the most innovative media and tech firms in the industry.”
Ilya Pozin, Chief Executive Officer and Founder, Telly: “Television needs to evolve into the platform where brand awareness meets performance transcending the traditional 30-second ad. At Telly, we’ve reinvented the television, delivering incredible new ways to reach and engage consumers on the biggest screen in the home and we’re excited to partner with GroupM to continue reimagining the future of advertising together.”
Matt McDonald, Global Head of Connected TV & Streaming, YouTube: “YouTube is America’s most watched streaming service, according to Nielsen, and we’re excited to partner with the Ad Innovation Accelerator to leverage the best of digital to improve the TV experience. While the industry has made great strides launching solutions familiar to traditional TV advertisers, I’m eager to see us collaborate on innovations that fundamentally improve the viewer experience in the living room and deliver results for customers across the funnel.”