Overview

• GroupM, WPP’s media investment group, has launched its Ad Innovation Accelerator, a program aimed at evolving traditional ads and creating more engagement between advertisers and audiences.
• The accelerator is designed to give clients a simple way to activate interoperable and attributable campaigns across the ad-supported streaming ecosystem.
• Media partners including BrightLine, Disney, Kerv, NBCUniversal, Roku, Telly and YouTube will join the accelerator at launch, with the aim to strategize and create scalable ad formats across ad-supported streaming environments such as Peacock, Telly, The Roku Channel and YouTube.
• The program will initially roll out in North America for GroupM clients at Mindshare, Wavemaker and EssenceMediacom.
• The accelerator partners will convene in early 2024 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.