GroupM, the media-buying arm of ad conglomerate WPP, has partnered with leading video streaming platforms to form a group that will help marketers navigate the streaming landscape.
The Ad Innovation Accelerator is a working group that aims to strategise and create scalable ad formats that are designed to be everywhere across ad-supported streaming environments such as Peacock, Telly, The Roku Channel and YouTube, among others.
This programme will first roll out in North America for GroupM clients at Mindshare, Wavemaker and EssenceMediacom. It will roll out to other markets throughout 2024, with the goal to develop and pilot new ad formats across existing and emerging channels.
Andrew Meaden, Global Head of Investment, GroupM, said: “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 personalised content.”
Jamie Power, SVP, Addressable Sales, Disney Advertising, said: “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.”
Spearheaded by GroupM’s 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.
The newly formed working group will gather early this year. 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
- Analyse efficiency and efficacy of media campaigns using newly implemented standards and practices
GroupM said it is open to collaboration with other partners interested in working together to make the ecosystem of our industry more effective and impactful for advertisers. Additional participants of the GroupM Ad Innovation Accelerator will be announced at a later date.
Matt McDonald, Global Head of Connected TV & Streaming, YouTube, said: “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.”
This article first appeared on Campaign sister title Performance Marketing World
