GroupM Launches Ad Innovation Accelerator, A Cross-Industry Effort To Evolve Past 30-Second Spots

deadline.com:

As connected-TV ad spending continues to surge, the GroupM Ad Innovation Accelerator has launched as a cross-company program designed to bring about an evolution of the living-room ad experience.

GroupM, the media investment arm of WPP, says the initiative is “aimed at redefining engagement between advertisers and audiences.” BrightLine, Disney, KERV, NBCUniversal, Roku, Telly, and YouTube will join the accelerator at launch.

The cross-organizational group will focus its efforts on ad-supported streaming environments suchas Peacock, Telly, The Roku Channel and YouTube, among others.

This program will initially 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, in a press release. “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.” Marketers investing in streaming “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.