Media Investment Firm Unites Industry Leaders for Revolutionary Ad Innovation

GroupM Ad Innovation Accelerator Aims to Transform Streaming Advertising

New York, NY. January 4, 2024 – In a bold move to revolutionize the relationship between advertisers and audiences, GroupM, a prominent media investment group under the WPP umbrella, has announced the launch of the GroupM Ad Innovation Accelerator. This pioneering program brings together leading media and technology companies, including BrightLine, Disney, KERV, NBCUniversal, Roku, Telly, and YouTube, in a joint endeavor to enhance traditional advertising spots within the streaming landscape. Initially rolling out in North America for GroupM clients, this program targets scalable ad formats compatible across various ad-supported streaming services.

Driving Measurable Results for GroupM Advertisers

The GroupM Ad Innovation Accelerator aims to transform the traditional 30-second ad spot by integrating advanced digital technologies. This effort strives to enhance brand engagement and deliver measurable results for participating GroupM advertisers. Recognizing the rapidly evolving media landscape, GroupM aims to simplify the activation of interoperable and attributable campaigns across the streaming ecosystem. With key stakeholders collaborating, the program seeks to create impactful outcomes and enable advertisers to execute creative, engaging, and effective campaigns.

A Shared Vision for the Future of Advertising

GroupM’s Global Head of Investment, Andrew Meaden, emphasized the need to craft a future where engagement, innovation, and outcomes converge. He stressed the importance of creating new advertising experiences to ensure brands connect with audiences effectively. With the rise of ad-supported options, Meaden emphasized the need for advertisers to respect audience preferences and leverage cutting-edge technology to deliver personalized content.

Collective Commitments to Impactful Advertising

The founding members of the GroupM Ad Innovation Accelerator have pledged to work together to achieve shared goals:

• Establish recurring innovation sessions and quarterly meetings to define objectives and outputs for novel advertising models and methods.
• Launch pilot programs in Q1 2024.
• Collaboratively develop advertising formats applicable across the media ecosystem.
• Evaluate media campaign efficiency and efficacy using newly implemented standards and practices.

Benefits for Advertisers and the Industry

GroupM’s Chief Investment Officer, Matt Sweeney, highlighted the benefits of uniting diverse partners with varying objectives. This collaboration aims to streamline ad development, enabling quick iteration and enhanced interoperability across platforms. Sweeney emphasized that this initiative represents a win-win situation for the industry, driving innovation and improving the overall effectiveness of advertising campaigns.

Quotes from Participating Partners

Robert Aksman, President and Co-Founder, BrightLine:
“Consumers expect more from brands, and the living room experience is no exception. This collaboration accelerates the innovation cycle with GroupM clients, ensuring future TV ad experiences align with viewer expectations and advertiser needs.”

Jamie Power, SVP, Addressable Sales, Disney Advertising:
“At Disney, we prioritize meaningful ad experiences that engage viewers. We believe in providing flexible options for advertisers while enhancing the overall consumer experience.”

Jay Wolff, Chief Revenue Officer, KERV Interactive:
“AI is revolutionizing the CTV experience, driving enhanced targeting and dynamic creative optimizations. This collaboration within the GroupM Ad Innovation Accelerator is a step forward in reshaping the video advertising landscape.”

Ann Scheiner, Executive Vice President, Agency Partnerships, NBCUniversal Advertising & Partnerships:
“Innovation is ingrained in NBCUniversal’s DNA. We are dedicated to reimagining the commercial experience for marketers and viewers alike.”

Kristina Shepard, Vice President, Global Advertising Sales & Partnerships, Roku:
“As streaming becomes the dominant TV viewing mode, Roku seeks to enhance the overall experience for consumers and advertisers. We are energized by GroupM’s commitment to drive outcomes alongside industry leaders.”

Ilya Pozin, Chief Executive Officer and Founder, Telly:
“Television must evolve into a platform that transcends traditional ads. At Telly, we are excited to partner with GroupM to reimagine the future of advertising together.”

Matt McDonald, Global Head of Connected TV & Streaming, YouTube:
“YouTube is the most-watched streaming service in America. We are excited to leverage digital advancements to improve the TV experience. I look forward to collaborating on innovations that enhance the viewer experience and deliver measurable results for customers.”

Open to Collaboration and Future Expansion

GroupM welcomes collaboration with additional partners interested in contributing to a more effective and impactful ecosystem for advertisers. Companies interested in joining the GroupM Ad Innovation Accelerator can contact [email protected]. The program’s membership will expand throughout 2024, with the goal of developing and piloting new ad formats across existing and emerging channels.

Additional Resources:

1. GroupM Ad Innovation Accelerator: [Website Link]
2. GroupM Investment Innovations: [Website Link]
3. GroupM’s This Year, Next Year 2023 End-of-Year Forecast: [Website Link]