GroupM is collaborating with Disney, Roku, NBC Universal, and YouTube to facilitate the development of streaming-focused advertising.

This is the essence of the Ad Innovation Accelerator, an initiative announced by the WPP media holding company. That will see collaboration with these media giants and advertising technology companies like Kerv and BrightLine to promote innovation in the advertising market on popular streaming services.

Starting in America

The working group will initially be launched in North America (with the aim of producing tangible solutions in time for the 2024-2025 upfronts) and later expanded to other markets throughout the year. Program includes quarterly meetings to set goals, launch pilot programs, develop standardized advertising formats, and establish new evaluation standards.

The working group will collaborate with GroupM advertisers interested in testing new formats and processes. This is a highly sought-after need in the market as more viewers shift from linear TV to connected TV platforms.

Evolving Landscape

As Mike Fisher, Executive Director for Investment Innovation at GroupM U.S., emphasized, “Brands advertising in ad-supported streaming environments have an incredible opportunity to engage attentive consumers, but the rapidly evolving media landscape makes it challenging for advertisers to launch interactive advertising campaigns efficiently.”

The unique technology of each platform requires personalized advertising approaches, and the introduction of advertising on Amazon’s Prime Video further enriches the landscape. GroupM anticipates significant growth in connected TV advertising investments, projecting a 14.9% increase in North America in 2024.