GroupM Forms ad innovation accelerator to power advertising experience

GroupM, WPP’s media investment group, announced the launch of the GroupM Ad Innovation Accelerator, a first-to-market program aimed at redefining engagement between advertisers and audiences. BrightLine, Disney, KERV, NBCUniversal, Roku, Telly, and YouTube will join GroupM’s Ad Innovation Accelerator at launch. With a common vision, the working group will strategize and create scalable ad formats that are designed to be ubiquitous across ad-supported streaming environments such as Peacock, Telly, The Roku Channel and YouTube, among others. This program will first 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. “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. With more ad-supported options emerging, advertisers must respect audiences’ preferences and use cutting-edge technology to deliver more personalized content.”Spearheaded by GroupM’s industry-leading investment team, the Ad Innovation Accelerator will aim to evolve the traditional 30-second ad spot by integrating advanced digital technologies that will enhance brand-to-viewer connections and drive measurable results for participating GroupM advertisers.“Brands advertising in ad-supported streaming environments 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. “Our clients need a simple way to activate interoperable and attributable campaigns across the ad-supported streaming ecosystem. With key stakeholders at the same table, we will shape impactful outcomes that allow advertisers to execute creative, engaging and effective campaigns.”According to GroupM’s This Year, Next Year 2023 End-of-Year Forecast, CTV advertising will increase 14.9% in North America in 2024, accelerating from 9.4% in 2023.The newly formed working group will convene in early 2024. Partners of GroupM’s Ad Innovation Accelerator have mutually 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 2024.Co-create advertising formats for agnostic use across the media ecosystem using test-and-learn findings.Analyze efficiency and efficacy of media campaigns using newly implemented standards and practices.“Building on a legacy of setting industry benchmarks and driving responsible media investment, our program is rooted in shared discovery, proven success and forward-thinking. We’re encouraged by our partners’ collective commitments to impactful advertising and their leadership in advancing new ad formats, specifically for streaming video,” said Matt Sweeney, Chief Investment Officer, GroupM U.S. “Uniting partners with varying objectives to streamline ad development will have a multitude of benefits for our advertisers, ultimately allowing for quick iteration and better interoperability across platforms. That’s a win-win for our industry.”Working group members will closely collaborate with GroupM advertisers that express interest in testing new formats and processes. Benchmark testing will be finalized in early 2024 ahead of 2024-2025 Upfront planning.GroupM’s Ad Innovation Accelerator will roll out to other markets throughout 2024, with the goal to develop and pilot new ad formats across existing and emerging channels.GroupM is open to collaboration with other partners interested in working together to make the ecosystem of our industry more effective and impactful for advertisers. Companies interested in joining this program can contact Additional participants of the GroupM Ad Innovation Accelerator will be announced at a later date.

GroupM partners with Amazon Ads for creator-led shoppable content

GroupM, WPP’s media investment group, has announced a global collaboration with Amazon Ads to introduce creator-led shoppable content to the Amazon advertising suite of services available to its clients. The collaboration gives GroupM clients the ability to amplify creator content within the Amazon DSP and in Amazon Sponsored Brand placements.Developed by The Goat Agency and available exclusively to GroupM clients via Goat, the collaboration enables advertisers to drive commerce outcomes more effectively with audiences on Key features of these exclusive bespoke formats available to clients include:  Off-site DSP amplification: The Goat Agency’s proprietary creator ad format—now further enhanced by Amazon’s expansive insights—will be enabled across the Amazon DSP in every market where it’s available.  Sponsored Brands integration: Sponsored Brands, an “above the fold” ad placement, will now feature creator content developed by The Goat Agency, exclusive to clients of GroupM and Goat. Complimenting Amazon DSP off-site amplification, the ad experience continues the journey onsite with the same influencer-led creative driving further engagement and sales for brands. This integration will allow creator content and Amazon sponsored ads capabilities to be paired, connecting content and advertising capabilities in retail media.  Advanced programmatic creative optimization: Insights from campaigns run with Amazon Ads will be used to cyclically inform The Goat Agency’s custom creative and sharpen audience targeting. Combining Goat’s expertise and Amazon Ads Audience targeting, clients will benefit from improved commercial outcomes by aligning creator content with the audiences most likely to convert by content type across both display and video formats.  Product Pages & Brand Store Enhancement: The collaboration will also mean creator content can be uploaded onto Product Pages and Brand Stores, increasing conversion rates and helping to turn Brand Pages on Amazon into “inspiration hubs” for consumers.Samantha Bukowski, Global Head of Commerce, GroupM Nexus, said: “The development of this new capability is an important step we’re taking to better connect the creativity and engagement of creator marketing with the scale and sophistication of GroupM Nexus’s commerce capabilities. We’re excited to continue this collaboration with Amazon to further integrate inspirational content in commerce advertising in ways that deliver value for clients and Amazon’s consumers.”Amy Armstrong, Director Global Customer Development at Amazon Ads, said: “We are excited to see how GroupM leverages this new ability to deliver creator content directly in the shopping experience and the benefit it will have for our mutual customers. GroupM is a valued customer of Amazon Ads, and we look forward to collaborating with them on innovative projects like this in the future.”“Beyond our proprietary style of content, one of Goat’s most significant points of differentiation is the ability to deliver high-rigor performance and guaranteed outcomes to clients through creator marketing,” said Dafydd Woodward, Global Chief Operating Officer, The Goat Agency. “Our collaboration with Amazon Ads is a natural fit that is already delivering performance improvements on client campaigns across multiple markets.”Nilam Atodaria, Global Product Director at The Goat Agency, added: “Teaming up with Amazon Ads creates valuable opportunities for clients looking to activate creator-led campaigns in a performance-centric way. This collaboration allows us to deliver greater value for our clients by deploying more engaging and intelligent campaigns that drive measurable business outcomes. This unique combination brings an alternative version of Social Commerce, one which puts consumers and their shopping habits at the heart of product development.”

Faris Shibai bids adieu to Mindshare MENA for new role in Shanghai

Faris Sibai, who became the Chief Growth Officer at Mindshare MENA in January of this year, has decided to depart from the MENA region. He shared in a LinkedIn post on August 28 that the time has come for him to bid adieu to the wonderful UAE market.Faris Sibai in his post writes: “As I near my final month in Dubai, I cannot help but reflect on how lucky I have been to call this great nation my home for the past 17 years. I found my soulmate, started our family, bought our first home, all while watching the amazing transformation that Dubai & The UAE has undergone over the past 17 years. Today this city stands firm as one of the most competitive and progressive economies in the world, and a massive kudos goes to it visionary leadership.”On leaving MENA, he writes: “I am leaving Mindshare MENA, a place that I have called home for the past 7 years. Mindshare really is the place where you do the greatest work of your career, and I’m eternally grateful to all the Purple People, both past and present, that have been part of my journey. “Though Sibai is planning to depart from the Mindshare MENA and the region, he will still be part of GroupM and is preparing to assume a fresh position in APAC, specifically in Shanghai. "Even as I move on from this region, I will continue to be a part of the GroupM family, embarking on a new journey in APAC, stationed in Shanghai," he says.

Addressable TV now a $56bn industry

 A new report on the addressable TV market published today by Ampere Analysis in partnership with GroupM Nexus’s addressable TV solution Finecast and Microsoft Advertising, finds that the global addressable TV sector is now a $56bn industry. This is set to rise by over 50% to $87bn by 2027. The report, which was informed by over 100 interviews with advertisers, streamers and agencies – and supported by extensive bottom-up market modelling and quantitative consumer research – finds that: • An average of a sixth of advertisers’ video advertising budgets are currently being spent with addressable TV service providers. This is as high as a fifth in mature markets like the US, with all major industry categories represented among addressable TV advertisers. • Both B2B and B2C marketers are using addressable TV to support performance marketing and brand-building objectives, targeting specific audience segments or geographies. • Brands are using addressable TV to extend campaign reach beyond broadcast TV. This is key in younger groups for whom the aggregate reach of addressable TV services provides a nearly 25% incremental reach boost over total monthly broadcast TV reach in developed markets. • While both small and large brands are using addressable TV, smaller advertisers devote less of their marketing budget to addressable TV. Addressable TV service providers need to work to remove non-cost barriers to using the technology, simplifying the purchase and planning process to support uptake. • Addressable TV typically commands higher pricing, which is attractive for service providers, but there are also incentives for service providers to deploy addressable TV to support viewer satisfaction and retention. Viewers who believe their TV service offers relevant advertising rate their streaming service higher in terms of user satisfaction – with an average Net Promoter Score 16 points higher than those viewers who don’t feel they are receiving relevant commercials. “The exponential expansion of the addressable TV advertising market serves as a clear indicator of the immense prospects awaiting service providers and brands. This research illustrates the inherent potential of addressable TV as a powerful tool for targeted communication with previously hard-to-reach audience segments. The seamless integration of such capabilities with the storytelling possibilities and brand 2 Ampere Analysis 2023 © protection mechanisms inherent in broadcast TV is well demonstrated,” says Kristian Claxton, Managing Partner, Innovation and Strategy at Finecast. Countering misconceptions is key to further adoption Despite the rapid growth of the addressable TV market, interviews revealed an array of attitudes and opinions that could hold back future growth if not countered by the industry. In emerging markets, there was a lack of clarity about the capabilities of addressable TV. Some brands were unaware of the targeting capabilities addressable TV platforms offered in their region, leading them to spend with alternative media. And even in developed markets, where addressable TV technologies are more mature, some marketers were not aware of the reach of addressable TV services, believing it to still be limited compared to broadcast media. The report also found that among those advertisers not yet purchasing addressable TV there was a widespread perception that addressable TV services were expensive. This contrasts the belief of brands already purchasing via addressable who felt that addressable TV was just as cost-effective as other formats. Richard Broughton, Executive Director at Ampere Analysis, says: “The extent to which addressable TV advertising is now being used by non-traditional TV advertisers, including smaller companies and B2B brands, is illustrative of how the medium can support TV service providers in their push to reach beyond traditional broadcast TV budgets and to open entirely new revenue streams. But it’s clear that there is still work to 3 Ampere Analysis 2023 © Notes to Editors: Research was conducted by Ampere Analysis on behalf of GroupM Nexus and Microsoft Advertising. B2B interviews involved discussions with 100 representatives of agencies, brands and streamers, taking place between November 2022 and February 2023. B2C quantitative research involved interviews with 8,000 internet users across the US, UK, Germany and Australia, taking place in February 2023. Market sizing and forecasting was conducted independently by Ampere Analysis. Link to report: be done by the industry in challenging entrenched opinions and in countering common misconceptions.” New technologies and applications will drive market growth The report forecasts that as case studies filter through to the wider market, those advertisers who are still wary of the technology will begin their addressable TV journey, contributing to the sector growing to an $87bn industry by 2027. But the research also expects that, even for those media buyers who have already incorporated addressable TV into the media mix, there will be a host of new and emerging technologies and screens that will support future campaigns. Interviews revealed that connected cars have already debuted as an addressable TV channel in some markets, with some brands taking advantage of geotargeting opportunities to reach passengers with messaging. And some agencies and brands were thinking about how targeted QR code-based formats support a level of follow-through and sales attribution. The report also suggests that new technologies such as generative AI may begin to support the creative process in the next few years, helping to address the practical challenges associated with developing the multiple creatives required for dynamic or addressable creative campaigns. According to Dave Osborn, General Manager, Sales at Microsoft Advertising, “Addressable creatives already allow media buyers to adapt messaging by audience group and in response to events, keeping commercial messages fresh and relevant. However, many of the most exciting developments in the addressable TV market have yet to be fully explored by brands. As many advertisers now see addressable TV as a core part of their media mix, their focus will shift to take full advantage of the capabilities of addressable TV and innovations such as generative AI and emerging technologies.”

GroupM restructures its Asia-Pacific leadership

Dubai: GroupM, the leading media investment management group, has announced a major restructuring of its regional leadership in the Asia-Pacific (APAC) market. The company will dissolve its APAC-level management structure and move to a sub-regional model, with four market clusters reporting directly to global leadership. This move will do away with the role of APAC CEO Ashutosh Srivastava, (pictured above), who will be seeking new opportunities within WPP, but will continue with the GroupM business to help with the transition to the new model.Under the new structure, GroupM will be led by the heads of four market clusters in the APAC region, including Greater China and North Asia, South Asia, Southeast Asia, and Australia and New Zealand. The decision to move to a sub-regional model is part of GroupM's drive to simplify the business and remove layers, in line with a change earlier this year that saw GroupM EMEA chief Demet Ikiler leaving.GroupM CEO Christian Juhl has emphasized that the restructuring is not a cost-saving move but rather an effort to bring key markets closer to global leadership and fuel growth. The move will enable GroupM to drive media services into agencies on behalf of clients more efficiently.GroupM has a strong history of investment in the Asia-Pacific (APAC) region, especially in China, over the past several years. One of the key factors behind this success has been the leadership of Srivastava, who has spent over 25 years with WPP in various top positions at Mindshare and GroupM in South Asia and APAC. With the recent restructuring, GroupM is now in a great position to maintain its leadership position in the region and further advance its media agency services to new levels.

Groupm introduces global framework for media decarbonization

GroupM, WPP’s media investment group, today introduces the approach it will take to measure and reduce ad-based carbon emissions using a newly developed global carbon measurement framework. The framework is an innovative, new set of measurement methodologies designed to break down the media value chain and define the necessary data inputs to measure carbon emissions across all five stages of the advertising lifecycle for all formats, channels and markets in accordance with the Greenhouse Gas Protocol’s standards. The establishment of a globally scalable approach to carbon measurement is a major step GroupM is taking to deliver on its commitment to decarbonize its media supply chain by 2030, as announced by WPP in April 2021. It provides the parameters, data inputs and methodology necessary to power what we believe to be the industry’s most robust global carbon calculator, which will be available to GroupM clients later this year and will allow media planners to map the total carbon footprint of advertising campaigns from development to delivery.  “Our clients want to prioritize media investment with publishers and platforms that are actively decarbonizing their media supply,” said Christian Juhl, GroupM’s Global CEO. “While we applaud the many steps taken to quantify ad-based carbon emissions in recent years, having different standards across companies, platforms, and markets is delaying meaningful action. By sharing this global framework, we hope to begin aligning our industry behind a consistent set of standards that will create clear goals and incentives for rapidly decarbonizing the media supply chain.” Jérôme Amouyal, Media Performance Insights Director, AXA said: “We have seen that our industry has an increasing number of calculators, but not an aligned reduction plan. It is important that we as a collective get behind a robust, actionable solution that accelerates decarbonization. We believe that market approaches such as GroupM’s will lead the way in educating, informing and enabling vital change in the industry. We’re looking forward to working with them to have the right framework to inform our future buying decisions.” To develop its decarbonization framework, GroupM worked with independent specialists in carbon measurement and incorporated input from clients, industry partners, third parties, and experts across GroupM and WPP. In addition to providing standards and processes for measuring carbon emissions, the framework also outlines steps advertisers can take immediately to accelerate their decarbonization efforts. These include buying fewer but higher-quality ads, cutting the complexity of the supply chain by reducing intermediaries, and buying low-carbon media products. To encourage the establishment of industry-wide standards for carbon measurement across channels and formats, GroupM will make the methodologies and processes supporting its new framework available to industry bodies and organizations committed to decarbonizing the media supply chain setting a target approved by the Science Based Targets initiative (SBTi).  Sebastian Munden, Chair, Ad Net Zero, said: “Action 3 of the Ad Net Zero action plan is all about getting the whole industry to the point where we can accurately track, report and therefore reduce the carbon footprint of all media channels. This is no easy task, especially as we scale the efforts of Ad Net Zero globally. We would need an agreed standardized approach that works for all parts of the ecosystem: advertisers, agencies, media and tech. This move by GroupM is hugely welcome, and a very timely development to help deliver those aims. Through the new Ad Net Zero Global Group recently announced at Cannes Lions, we will explore how this approach can be scaled right across the industry.” The details of GroupM’s media decarbonization framework are summarized in Calculating a Cleaner Future Now: A Unified Methodology for Accelerated Media Decarbonization, a report published by GroupM today. To download the report and learn more about GroupM’s global framework for media decarbonization and WPP’s wider net zero commitments, visit and Parties interested in more information about the framework or who would like to obtain access to the complete report and methodology underpinning the framework should reach out to

Deveshi Chugh joins Wavemaker as Asia-Pacific Managing Partner

Wavemaker, a software platform, has named Deveshi Chugh as its managing partner for Wavemaker Asia-Pacific. Chugh will report to Rose Huskey, Wavemaker Asia-chief Pacific's client officer, in her new position.Based out of Singapore, Chugh will collaborate with Huskey to manage customer connections throughout the region.Chugh has previously worked with GroupM, Mediacom, and Maxus. She provides substantial regional experience working with some of the world's largest consumer brands, delivering adaptive marketing efforts across clients and portfolios. She has worked in a variety of capacities with teams across markets and will be responsible for the continuous growth of our integrated media planning capacity as well as day-to-day operational excellence. "I am thrilled to be a member of Wavemaker's dynamic, nimble, and energised team," Chugh stated. "I am looking forward to leverage my knowledge with the company's product offerings for our clients.""We are happy to welcome Deveshi. She provides a wealth of expertise and a deep grasp of the area that will benefit our customers' development and transformation goals in this highly competitive media market," Huskey remarked."Her track record of effectively guiding clients and teams in the region will add depth to our leadership team, and being a qualified professional coach is an added advantage for all of us at Wavemaker!" she said."Bringing Deveshi to Wavemaker, with all her acquired experience and skill in this area, illustrates our determined commitment on understanding and bringing tremendous value to our customers' businesses," said Gordon Domlija, chief executive officer, Wavemaker Asia-Pacific.