If you don’t see the word success in 45 days in performance, we will cover the technology fee.
— Ryan Menezes, GroupM chief technology and transformation officer, on its CoPilot product
To help clients navigate the changing world of digital marketing as it fast approaches the demise of the cookie, GroupM has partnered with data company Lifesight to help brands activate their first-party data.
GroupM has also expanded its AI solution, CoPilot, which uses machine learning to optimise digital marketing to improve outcomes for brands. CoPilot intuitively learns how a digital campaign may perform better, accessing and learning from thousands of data models to quickly drive effectiveness for brands.
GroupM is so confident the tool can drive success that it is betting some of its fees on it.
“If you don’t see the word success in 45 days in performance, we will cover the technology fee,” Mr Menezes said.
GroupM has also launched Sightline, a dedicated digital out-of-home marketplace to help brands marry the scale and the impact of outdoor advertising with the precision and flexibility with digital.
“We’ve actually done testing across one of the automotive clients that we have and the results, I’ve got to say, are outstanding because they’ve seen a three times increase in audience uplift,” Mr Menezes said.
“But it also just doesn’t impact brand metrics, because we were able to customise this ad to be able to have messaging that then drove people to the closest dealership, and what that then delivered is actually a two times increase in actual dealer visitation.”
To complete the expanded offering, the agency group updated its “digital first” creative services in an effort to improve the memorability of digital ads by creating ads specifically for the digital environment, rather than adopting a television-led campaign and trying to make it fit.
“Our clients want high-quality, high-speed delivery and low cost, which is exactly the solution that we’ve created, but it’s very much built for purpose,” Mr Menezes said.