Group M, the media-buying division of WPP, is collaborating with several companies to simplify the buying and placement of ads on streaming services for advertisers. The GroupM Ad Innovation Accelerator program aims to develop a new ad format for streaming services in order to cater to viewers who prefer to avoid commercials. The collaboration includes companies such as BrightLine, Disney, KERV, NBCUniversal, Roku, Telly, and YouTube.
The goal of this collaborative effort is to transform the traditional 30-second ad spot by incorporating advanced digital technologies. This innovation is intended to strengthen connections between brands and viewers, ultimately delivering measurable outcomes for advertisers partnering with GroupM. The program addresses changing viewer preferences and offers a potential solution for more effective streaming service advertising. It also provides a promising opportunity for advertisers to connect with younger audiences who are increasingly shifting from traditional TV to streaming services.
Mike Fisher, Executive Director, Investment Innovation at GroupM U.S., stated that brands advertising in ad-supported streaming environments have an incredible opportunity to engage with attentive consumers. However, the rapidly evolving media landscape makes it challenging for advertisers to efficiently and resourcefully launch interactive advertising campaigns. Fisher emphasized the need for a simple way to activate interoperable and attributable campaigns across the ad-supported streaming ecosystem. By bringing key stakeholders to the same table, GroupM aims to shape impactful outcomes that allow advertisers to execute creative, engaging, and effective campaigns.
This initiative aims to address the complexities of the current ad landscape and provide a streamlined and effective solution for advertisers to engage with viewers in the streaming environment. The announcement provides a deep dive into Group M’s plans for this initiative.
In conclusion, Group M’s collaboration with various companies and its push for the development of a new ad format for streaming services reflects its commitment to addressing the changing landscape of advertising. By leveraging advanced digital technologies and focusing on the preferences of modern viewers, GroupM is striving to provide advertisers with innovative and effective solutions for advertising on streaming services. This initiative could potentially revolutionize the way brands engage with consumers in the streaming environment and provide a promising opportunity for advertisers to reach their target audiences more effectively.
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