LAS VEGAS — In an era where streaming is surging, the need to revolutionize ad formats for the digital living room is more critical than ever.

So GroupM recently formed an Ad Innovation Accelerator program.

BrightLine, Disney, KERV, NBCUniversal, Roku, Telly, and YouTube will join the working group, which GroupM said 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”.

A Focused Strategy for Innovation

In this video interview with Beet.TV, Mike Fisher, Executive Director, Investment Innovation, GroupM, says the program aims to concentrate on current trends in the living room, identify areas ripe for innovation, and bring novel ad formats to clients.

In its announcement, GroupM said the program “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”.

While the program has an ambitious vision, Fisher acknowledges that it will be a long-term endeavor and doesn’t necessarily require a complete overhaul of existing ad formats. Instead, he proposes a more structured approach.

“I think we need to have more rigor and structure around the work we’ve done as an industry prior, but really figure out a better way to make it more interoperable,” Fisher says.

The Future of Measurement and Currency

When it comes to the future of measurement and currency, Fisher believes the industry has made significant strides. “We’ve done a really good job over the last few years of elevating the idea of measurement,” he notes.

The challenge for the future? Turning measurement into currency. “How do you take the advanced measurement, the more granular data, the deeper understanding about exposure, and turn that into something that’s actually billable and transactable?” he asks.

Fisher was interviewed by Mike Shields, senior contributor for Beet.TV and CEO of Shields Strategic Consulting.

You’re watching “How Advertisers Can Intentionally Connect with Audiences across the Ever-Evolving Ecosystem,” a Beet.TV Leadership Series produced at CES 2024, presented by Samsung Ads. For more videos from this series, please visit this page.