GroupM, WPP’s media investment arm, has unveiled its Advanced TV Media Solution in Latin America. This addressable TV platform transforms how advertisers engage with audiences by merging digital precision with traditional TV’s scale and trust.
Addressable Advertising at Scale
- Offers advertisers the ability to run highly personalized campaigns.
- Available across leading platforms and devices like:
- Amazon Prime Video, Netflix, Disney, Max, Pluto, Vix
- Artear, ATV, Azteca, Canal 13, Caracol, Mega, RCN, TVN
- LG Ads, Samsung TV, Roku, Totalplay, VTR
Unified Media Planning
- Single access point for streamlined media planning.
- Integrated campaigns across platforms with one cohesive strategy.
Enhanced Efficiency & Targeting
- Combines digital data insights with the content quality of traditional TV.
- Increases efficiency in reach and frequency.
- Ensures delivery of the right message to the right audience at the right time.
Expert Perspective
- Patricia Chicas, GroupM Latam’s Regional Media Solutions Lead, emphasizes the importance of integrating technology, creativity, and data.
- Highlights that Advanced TV enhances both campaign efficiency and viewer experience.
Market Context & Growth Potential
- Comscore: 59% of Latin America’s internet users are Connected TV (CTV) viewers.
- CTV growth forecast: 25%–50% in the next five years.
- GroupM’s ThisYearNextYear 2024: 72% of global ad growth comes from digital.
Strategic Commitment
- GroupM’s solution supports a secure, measurable, and adaptable ecosystem.
- Aligns with evolving consumer behaviors and advertiser demands.
GroupM’s Advanced TV Media Solution sets a new benchmark in Latin American advertising. By integrating the strengths of both digital and traditional media, it empowers brands with precision, scale, and efficiency—all in a unified platform that meets today’s dynamic media landscape.
