Groupm Forms Ad Innovation Accelerator To Power Advertising Experiences Of The Future

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.