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What We Do

“Affianchiamo i nostri clienti come partner consulenziali affinché la pubblicità funzioni meglio per le persone.”
– Massimo Beduschi
CEO GroupM Italy

Questo significa che prendiamo le competenze tipiche di una “media agency” e le mettiamo in un filtro capace di rendere il nostro lavoro più mirato, intenzionale, trasparente e gradevole per i clienti e i consumatori.

SERVIZI AL CLIENTE

Client Services
Abbiamo un unico credo: quando i clienti vincono, vinciamo anche noi.

Semplici nella struttura, coerenti in termini di qualità e focalizzati sui risultati di business dove il nostro primo obiettivo è fornire ai clienti servizi premium. I clienti traggono vantaggio dalla nostra scala globale e dalla nostra posizione di leadership anche a livello locale.

STRATEGIA MEDIA

Media Strategy
Strategia è sacrificio.

Il nostro obiettivo è ingaggiare i consumatori più rilevanti per le attività dei nostri clienti. Abbiamo una conoscenza precisa e moderna del nostro pubblico e del valore che i brand possono offrirgli. Man mano i consumatori di tutto il mondo cambiano e si trasformano, facciamo in modo che la pubblicità funzioni meglio attraverso insight data based e su valide strategie media.

INVESTIMENTI MEDIA

Media Investment
L’integrità negli investimenti è tutto.

I nostri investimenti media, guidati dalla brand safety, dai principi di privacy e dalle relazioni premium, ci rendono responsabili di 1 campagna pubblicitaria su 3 su scala globale. Attraverso i moderni servizi di investimento, puntiamo su obiettivi in grado di far crescere concretamente le aziende.

Data Science

Data Science
Dati a prova di futuro.

Stiamo rendendo la nostra pianificazione audience-based a prova di futuro. Sebbene nessuna tecnologia possa soddisfare appieno tutte le sfide media, la nostra prospettiva sull’arricchimento dati dei clienti fornisce una soluzione identity-based alternativa.

SVILUPPO TECNOLOGICO

Technology Development
Tecnologia che scala.

La missione tecnologica di GroupM è duplice: utilizzare la nostra scala per fornire prodotti testati ed efficaci per i clienti e creare una tecnologia unificata e un approccio ai dati che aiuti i brand ad affrontare al meglio oggi il futuro dei media.

An ad that cannot be seen has no value

GroupM’s brand safety definition covers all areas of risk in the digital inventory supply chain. We believe brands should invest in digital advertising seen by real humans within the target audience, served in a safe and suitable editorial environment and underpinned by accredited, independent third parties. Ad content must also be mindful of user-experience and privacy.

Advocates for quality and standards

GroupM viewability standards include:

  • Display: 100% of pixels visible for at least one second
  • Pre-roll and mid-roll video: 100% of pixels visible, user-initiated with sound on, at least 50% completed
  • Social, in-feed, and outstream video: 100% of pixels visible, autoplayed or user-initiated, with or without sound, at least 50% completed*
  • Metrics measured objectively by MRC-accredited third party

* Recommended duration metrics being studied by GroupM and partners

All updates included in our GroupM viewability standard.

Zero-tolerance for online ad fraud

Currently projections estimate $22.4 billion in global ad fraud, 80% of which is in China. Having invested significant resources to tackle this industry-wide issue, we have led or participated in every initiative to combat fraud worldwide, including the establishment of the Trustworthy Accountability GroupM (TAG) in the U.S. and the China Media Assessment Council (CMAC).

We are committed to mitigating all risks to our clients by leading in standards development, supporting industry initiatives and upholding the highest standards of integrity.

Nearly 3.8 billion people connected online

The increase in harmful content and online disinformation is a threat to our global community. We manage contextual brand safety through a combination of trading, contractual protection, defined operational procedures that includes monitoring and verification of media via third parties, and industry accreditation and co-operation. GroupM is a member of the Global Alliance for Responsible Media (insert link), an organization that identifies collaborative actions, processes and protocols for protecting consumers and brands.

Committed to a better online

GroupM is committed to using non-intrusive and non-interfering ad formats. We are one of the founding members of the Coalition for Better Ads, formed to improve consumers’ online advertising experience. We also support all industry-adopted best practices such as IAB’s LEAN Ads program.

Data Privacy, Evaluation and Ethics

In and beyond compliance with laws like GDPR and CCPA, GroupM has built a Global Data Governance program implementing privacy by design in its own technologies and promoting consumer privacy protection throughout its supply chain. This includes supporting every major industry initiative to inform and educate consumers. We have implemented global data evaluation standards and built means to operationalize the consistent application of ethical decision-making to data usage.

Leaders in combating ad supported IP infringement

In markets worldwide, GroupM teams use a single global exclusion list to keep clients’ advertising off sites hosting pirated content or counterfeit goods and services. In the U.S., the largest market for digital advertising, GroupM helped establish the Trustworthy Accountability Group (TAG) and has now required media partners to comply with the group’s anti-piracy program.

Third Party Measurement is Paramount

We call on all digital media partners to allow additional third-party brand safety tools and measurement on their platforms.  While no approach will ever be foolproof, we can deploy tools to make social media platforms safer for brands. We work consistently with clients to fully understand the risks and advocate for use of third verification technology across all devices and channels.

LA NOSTRA VOCE