Collaborative Creation of Streaming Ad Formats: GroupM Joins Forces with Disney, NBCU, and More
GroupM partners with top media companies including Disney and NBCU to develop innovative ad formats for streaming, fostering better compatibility as the ad-supported streaming industry expands
Article Brief:
GroupM has introduced the Ad Innovation Accelerator, a program designed to elevate the traditional 30-second TV ad spot for streaming services by incorporating digital technologies, as per details provided to Our Website. The current working group consists of BrightLine, Disney, KERV, NBCUniversal, Roku, Telly, and YouTube.
The group aims to develop ad formats that work seamlessly across different media platforms and will test them in a pilot program in early 2024 in order to improve the connection between consumers and brands. This media investment firm, a division of WPP, along with its partners, is working to simplify advertising for brands looking to reach audiences on the increasing number of streaming services with ad-supported options.
Article Insight:
The latest GroupM forecast predicts a 14.9% increase in Connected TV (CTV) advertising in North America, a significant jump from the 9.4% in 2023. To tackle the challenges of this growing market, the accelerator program aims to address issues such as complexity, cross-platform measurement, and the lack of interoperable ad formats across different platforms.
The program will first be launched in North America for GroupM clients at Mindshare, Wavemaker, and EssenceMediacom. It aims to develop ad formats that can be scaled across ad-supported streaming services such as Peacock, Telly, The Roku Channel, and YouTube.
Matt Sweeney, the chief investment officer of GroupM U.S., stated that uniting partners with different objectives to streamline ad development will bring numerous benefits for advertisers, ultimately allowing for quick iteration and better interoperability across platforms. He believes this to be a win-win for the industry.
The group will also prioritize enhancing measurement techniques and standards, in addition to focusing on interoperability. Benchmark testing is scheduled for completion in early 2024 to ensure readiness for upfront planning, with the program set to be implemented in other markets later in the year.
