• by Joe Mandese  @mp_joemandese, January 4, 2024

GroupM this morning announced it is teaming with a group of advanced TV/video programmers and developers to research and develop new video advertising formats "designed to be ubiquitous across ad-supported streaming environments."

The initiative, dubbed the "Ad Innovation Accelerator," includes streaming programmers such as Disney, Peacock, Roku, Telly and YouTube, as well as interactive TV developers BrightLine and Kerv.

The new ad formats will initially be exclusive to the clients of GroupM agencies Mindshare, Wavemaker and EssenceMediacom when they are piloted sometime this quarter.

It was not clear how long use of the formats would remain exclusive to GroupM clients and if/when they would be made available to other advertisers and agencies, but GroupM described the initiative as a "first-to-market program aimed at redefining engagement between advertisers and audiences."

GroupM said the goal of the new video ad formats is to "evolve the traditional 30-second ad spot by integrating advanced digital technologies that will enhance brand-to-viewer connections and drive measurable results."

GroupM said members of the accelerator will set "recurring sessions" and quarterly meetings to "establish goals and determine outputs for newly created advertising models and methods."

"Benchmark testing will be finalized in early 2024 ahead of 2024-25 upfront planning," GroupM said in a statement, adding that the accelerator will roll out to other international markets later this year.