GroupM Germany partners with AudienceProject to launch Germany’s first comprehensive CTV measurement system

Press release, Berlin, Germany, 1 October 2024: GroupM Germany, WPP’s media investment group, expands its partnership with AudienceProject to introduce Germany’s first comprehensive CTV measurement system.

Over the past year, GroupM and AudienceProject have collaborated to test and develop a large-scale CTV measurement system, giving German advertisers an unprecedented ability to measure and optimise their video campaigns across channels.

The new measurement system enables GroupM and its agencies Mindshare, Wavemaker and EssenceMediacom to granularly and precisely measure the reach and frequency of advertisers’ campaigns across all media, including the open web, social media, online video, and CTV.

This will provide advertisers and agencies with key campaign insights and a better basis for planning by analysing the total and incremental reach of campaigns, providing a better understanding of how many people they reach in their target audiences across channels and which channels are most effective at reaching them.

“We are very excited to offer this unique measurement system in the German market,” said Nicole Ferguson, Managing Director at GroupM Germany. “AudienceProject’s platform will enhance our cross-media measurement capabilities, allowing us to take another significant step forward in our mission to shape the next era of media where advertising works better for people. Advertising customers of GroupM and its agencies Mindshare, Wavemaker and EssenceMediacom benefit directly from planning, optimisation and measurement tools to maximize the success of their CTV campaigns.”

Michaela Schmitz, Managing Director, DACH at AudienceProject, added, “We are honoured that GroupM Germany has chosen to expand its partnership with us. GroupM Germany understands the importance of cross-media measurement in today’s fragmented media landscape and how it can help advertisers gain tangible business outcomes. We are thrilled that we can now help even more advertisers reach their target audiences efficiently.”

The new measurement system is now available to GroupM Germany’s advertisers.