30-Second Ads Are Finally Evolving Thanks to GroupM’s Ad Innovation Accelerator

  Rassegna Stampa, Social
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According to the company, the program will initially roll out in North America for GroupM clients at Mindshare, Wavemaker and EssenceMediacom.

What happens next

Convening in early 2024, the accelerator partners have already agreed to set recurring innovation sessions and quarterly meetings to establish goals and determine outputs for newly created advertising models and methods, launch pilot programs in Q1, co-create ad formats for agnostic use across the media ecosystem using test- and-learn findings and analyze efficiency and efficacy of media campaigns using newly implemented standards and practices.

In addition, working group members will closely collaborate with GroupM advertisers that express interest in testing new formats and processes, and benchmark testing will be finalized ahead of 2024-2025 TV upfront planning.

“We’re not saying we’re going to go into the upfront with all the answers,” Fisher said. “But we do want to make sure that, as we go into the upfront this year, clients understand what’s possible from the advanced TV space in a way that lets them think more strategically.”

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