GroupM has unveiled its powerful Next-Generation Performance and Programmatic Marketing offering designed to future-proof businesses. This will empower brands with a suite of new performance products and intelligent solutions that will enable them to leverage data and technology to drive business transformation and growth.
The Next Generation Programmatic and Performance Marketing offering will include four major product solutions around: Artificial Intelligence and Machine Learning, The Future of Digital Out of Home, ‘Digital First’ Creative and a First Party Data onboarding solution designed for marketers to ‘future proof’ their business from the demise of the cookie.
“GroupM is making advertising better for people, and is investing in market leading, innovative technology solutions that are informed by data and powered by AI, to enable that,” says Ryan Menezes (main photo), GroupM’s chief technology and transformation officer.
“Digital spend reached $9.5 billion in 2020 and is set for even bigger increase this year as businesses look to evolve how they connect with consumers through digital channels. We are helping marketers navigate the changing world of digital marketing to ensure they take full advantage of the opportunities ahead by helping them meaningfully connect with their customers and effectively measure results.”
The solutions GroupM is announcing include: the expansion of its market leading AI solution Copilot, the launch of Sightline, an Australian first Digital Out of Home marketplace, roll-out of its ‘digital first’ creative solutions and a partnership with data and Analytics firm Lifesight.
Co-Pilot – Artificial Intelligence for all
Building on five years’ of incredible success using the Xaxis purpose-built Artificial Intelligence (AI) platform Copilot to inform and optimise advertisers’ campaign activity, GroupM is now making the AI tool available to all clients across its agencies. In 2020 Copilot made 21 million strategic optimisations across 12,700 data models and is a significant part current clients’ success. Coupled with developments that allow it to enrich and stitch together identity signals across all digital channels, GroupM is preparing to help clients thrive in a post-cookie world. GroupM is so confident in client success via Copilot, if a new client doesn’t see success in 45 days, we will cover the technology fee.
Sightline – DOOH Marketplace
Sightline is GroupM’s dedicated digital out-of-home solution. We’ve created Australia’s largest digital out-of-home marketplace, helping brands connect with consumers within an impactful and brand safe environment. Sightline brings the precision and flexibility of digital to the scale and impact of outdoor. Another next-generation solution, Sightline combines programmatic technology and AI with GroupM’s buying scale in a unique offering not available anywhere else in Australia.
Creative Solutions
GroupM is expanding its ‘digital first’ creative services, delivering expert consulting designed to bring creative visions and strategies to life alongside advanced, data-driven, multi-channel execution, helping clients get the most from their campaigns. With research showing that nearly 50% of advertising effectiveness is driven by creative, GroupM’s team of designers, producers, developers, and animators are helping brands make ads work better for people through best-in-class digital creative.
First Party Data Enablement
In 2021 we’re priming for the future. First Party data is critical to an advertiser’s effective data strategy, so we’ve partnered with Lifesight, a data & analytics company, to further help brands connect, enrich, segment, and activate their first party data. Combined with GroupM’s unique data asset, [m]Insights, and existing data partnerships, this provides advertisers with unparalleled access to audience targeting and activation opportunities.
Menezes adds: “As a digital marketer it’s an interesting time. The world of the consumer has shifted and with that so too has their intersection with digital in terms of a purchase journey. The digital ecosystem is presented with what is likely to be the largest change in its 20+ year history with the phase out of Cookies – challenging advertisers and agencies alike to rethink the methods used to plan, buy, and measure digital marketing activity.”
These next-gen developments are in line with GroupM’s globally leading brand safety standards, diverse and inclusive media practices, the ethical use of data and support for media supply chain sustainability.
Ashutosh Srivastava, GroupM APAC CEO, says: “At GroupM, our aim is to make Advertising Better for People. And to do that we need to be the trusted and consultative partner for clients and help navigate the complexity in the digital ecosystem, drive effectiveness and efficiency and deliver growth. These additional tech solutions will help our clients do exactly that.”
Jens Monsees, WPP AUNZ CEO, adds: “We’re thrilled to be launching this powerful suite of products across GroupM to help advertisers deliver growth and transform their businesses.”
“It’s part of our commitment to leading the way with innovation and enhancing our proposition at WPP AUNZ to deliver next-generation solutions to our clients that will ‘future proof’ their businesses and empower them to make the most of the opportunities they face,” said Monsees.
