GroupM Sweden Launches Advanced TV

GroupM is breaking new ground for TV advertising in Sweden – launching a new service that provides better precision and higher efficiency without cookies.

Today GroupM launches their Advanced TV product in Sweden. The market-leading solution enables advertisers to target relevant Connected TV ads to households across multiple platforms, for example: traditional TV channels, pay-TV platforms, set-top boxes, video-on-demand (VOD) services, over-the-top (OTT) providers and video game consoles.

Sweden thus becomes the latest market where GroupM launches Advanced TV. The first market in Europe launched as early as in 2015 and today the solution is available in five countries.

According to Ampere Analysis, the number of streaming subscriptions in the Nordics is expected to exceed 30 million by 2026, and in the past year, the TV landscape has developed and grown substantially. Major players such as Disney+, Sky Showtime and HBO Max have entered the market, creating many new opportunities for Connected TV advertising in the region.

What the service offers
GroupM’s Advanced TV product offers a single access point to the entire addressable TV ecosystem, enabling advertisers to easily target and reach specific audiences across all TV formats. The solution minimizes waste and overlap by combining the precision of digital buying with the reach of TV and a clear focus on brand safety to deliver against advertisers’ business outcomes.

With the help of GroupM’s proprietary target group platform, Advanced TV gives Swedish advertisers the opportunity to plan campaigns that can be targeted at tailored target groups and optimize reach and frequency across all platforms for TV.

Client-specific possibilities
Advertisers can also benefit from the innovative and client-specific measurement capabilities offered by the service, enabling them to easily track campaign performance across all stages of the consumer journey, including incremental reach, footfall, increased web traffic and sales.

What Advanced TV is
Advanced TV is a completely cookie-free solution that is developed based on geographic location, with a focus on location and households rather than on individuals. It uses several unique data sets to produce customized profiles for individual zip codes based on several different characteristics, as well as other data points such as purchasing habits and demographics.

Jonas Viksten Chief Solutions Officer at GroupM Norden explains:

It is a complex TV landscape that we see developing in Sweden and the Nordics. Many advertisers want help navigating it, and that’s exactly what we offer with Advanced TV. The solution has been successful in other markets globally for many years and we bring experience, knowledge and a mature technical infrastructure to our local launch.

Planned launch in more markets

We have already seen tremendous interest from clients, and we expect it to only increase after the summer. Advertisers in Norway and Denmark will also soon be able to benefit from our Advanced TV solution, with a planned launch in those markets shortly, says Jonas Viksten.

Nicola Lewis, Global Chief Solutions Officer at GroupM, comments:

We are very happy to be able to introduce Advanced TV in Sweden, this is an important part of the development of the Swedish media landscape. Our innovative approach will enable advertisers to reach audiences with greater precision and with more personalized and engaging content.

For more information:

Jonas Viksten
Chief Solutions Officer GroupM Nordics
+46 706 92 15 14