GroupM, the media investment arm of WPP, has launched the Advanced TV Media Solution in Latin America, a groundbreaking addressable TV platform designed to revolutionize how brands engage audiences across multiple streaming and traditional TV platforms. This innovation enables highly personalized advertising campaigns from a single access point with a unified planning strategy.

1. Comprehensive Platform Across Multiple Providers

• Supports major platforms including Amazon Prime Video, Netflix, Disney, Roku, Samsung TV, and more.

• Enables advertisers to manage campaigns across diverse channels and devices under one system.

• Simplifies campaign planning and execution with a single integrated solution.

2. Combining Digital Precision with TV Scale

• Leverages digital data accuracy alongside traditional TV’s secure environment and premium content.

• Offers enhanced reach and frequency efficiency for targeted advertising.

• Allows brands to deliver the right message to the right audience at the right time.

3. Responding to Changing Media Consumption

• Addresses evolving viewer habits in Latin America’s growing Connected TV (CTV) market.

• CTV viewership accounts for 59% of internet users in the region, with expected growth of 25%-50% over five years.

• Supports brands’ need for integrated offline and online advertising strategies with measurable results.

4. Industry Insights and Market Potential

• According to Comscore, CTV is a dominant medium in Latin America’s digital video consumption.

• GroupM’s ThisYearNextYear 2024 report highlights 72% of global advertising growth is from digital channels.

• The solution aligns with these trends, offering brands innovative and efficient media options.

5. Commitment to Regional Advertising Development

• GroupM reinforces its role in advancing Latin America’s advertising ecosystem.

• Provides brands with an adaptable, secure, and data-driven solution.

• Focuses on delivering better campaign performance while enhancing audience experience.

GroupM’s Advanced TV Media Solution marks a significant step in Latin America’s advertising evolution, blending digital precision with traditional TV’s strengths to offer brands unparalleled targeting, efficiency, and impact. This innovative platform sets a new standard for personalized advertising in a rapidly growing connected TV market.

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