GroupM Launches Advanced TV in Denmark: A New Connected TV Solution to Improve Precision in the Digital TV Market

Copenhagen, 12 December 2024 – GroupM, WPP’s media investment company, continues its global expansion of Advanced TV (ATV) and is now introducing the solution in Denmark following a successful launch in Sweden earlier this year.

The market-leading product allows advertisers to target relevant Connected TV ads to households across streaming platforms, such as Video-on-Demand (VOD), Live streaming, and free-ad-supported services (FAST).

The launch of the solution comes in the wake of a Nordic TV landscape where advertisers across are facing both fragmented audiences and a continued decline in reach for linear TV campaigns – especially when it comes to engaging younger demographics. According to Omdia, online streaming has surpassed traditional TV in the Nordics for the first time ever, marking a significant shift towards favoring streaming services. Therefore, innovation within Connected TV (CTV) is crucial if brands are to continue offering relevant advertising experiences in combination with premium content on channels like TV2 Play, MAX, and Viaplay.

GroupM’s Advanced TV solution is designed to provide advertisers with simple and effective access to the digital TV ecosystem, allowing them to target specific audiences based on campaign strategy while reducing ad waste. With this proprietary audience planning tool (Audience Planner), advertisers will be better equipped to optimize TV reach at scale.

Because ATV is integrated with solutions that can measure campaign effectiveness, advertisers can quickly see the results of their campaigns throughout the entire customer journey. Furthermore, it’s possible to attribute various KPIs to Advanced TV campaigns, such as increased reach, web traffic, sales, etc., so advertisers can access the data insights needed to accurately measure ROI.

Advanced TV is completely independent of third-party cookies and instead uses alternative data insights such as geography and demographics to effectively segment specific target groups. Advertisers are therefore able to more easily reach their desired audiences by utilizing datasets such as purchase behavior, income, car ownership, household size, etc.

“Advanced TV is not a replacement for linear TV, but rather a valuable supplement that gives advertisers new and exciting opportunities to explore. With ATV, we can create more engaging, targeted, and effective digital TV campaigns that deliver results. The TV landscape in the Nordics and Denmark is complex and rapidly evolving. Many advertisers need help navigating it, and that’s precisely what Advanced TV enables them to do,” says Johan Holm, Director of Video Solutions, Nordic at GroupM.

Marco Barbosa, Director of Media Solutions at GroupM, adds: “Advanced TV is a revolution in targeted advertising. The ability to segment geographically opens up incredibly precise campaigns that reach exactly the right audiences. This will not only improve advertising effectiveness but also enrich the viewing experience by ensuring more relevant content.”