GroupM Secures Exclusive Data Integration from NCSolutions to Enable Audience-Led Media Optimizations

First-to-Market Integration Into Choreograph’s AI-Powered Media and Data Platform Open Media Studio To Allow CPG Advertisers to Reach New Buyer Audiences More Effectively  

New York, NY – April 25, 2024 –– GroupM, WPP’s media investment group, today announced a first-to-market platform integration with NCSolutions, the leader in advertising effectiveness services. Now available only to GroupM clients through the end of 2024, this integration will use NCSolutions’ consumer purchase behavior insights to provide advertisers with a new offering for AI-enhanced campaign optimizations. This unlocks in-store and online total product sales and new-to-brand consumers.

Building upon a longstanding history with NCSolutions, this offering will help enable CPG client campaigns to evolve from applying only homogenous progress metrics (clicks and views) to outcomes metrics (sales). These new buyer insights connect the brand relationship with the target households. This allows advertisers to optimize for new buyers during the campaign. Through an exclusive collaboration with GroupM, advertisers will be able to return a more granular and critical view of campaign performance and return on investment (ROI) within Choreograph’s Open Media Studio, the media and data platform that powers media activation.

“Incremental growth for our brands requires a data-driven way to target new-to-brand prospects distinctly from existing buyers, optimizing the media experience in more personalized ways,” said JiYoung Kim, Chief Operating Officer, GroupM. “In a highly competitive category like CPG advertising, infusing AI at the core of our performance engine is critical to helping our clients outpace their competition by surfacing and actioning insights faster.”

This new product enhancement will offer advertisers an early performance indicator that gauges total product sales of new-to-brand customers during an ongoing campaign, providing more granular visibility into overall performance and ROI.

“Our integration with Choreograph provides another way for CPG brands to create deeper connections with consumers through NCS purchase insights,” said Dan Malmed, Chief Revenue Officer, NCSolutions. “While fostering brand loyalty remains a top priority for advertisers, our research highlights the inevitability of customer attrition. With this exclusive new-buyer flag feature, we bring GroupM clients immediate access to insights on new-to-brand purchase behaviors, enabling them to optimize their new buyer marketing strategies.”

Open Media Studio will use NCSolutions’ in-campaign total sales results to harmonize media optimization with data from in-store and online sales to connect with consumers who are new to a brand’s advertised products and services. Choreograph will empower stronger, faster and more reliable signals throughout media campaigns for activation and performance practitioners to drive incremental and real-time progress.

CPG advertisers will receive the following benefits with access to Choreograph’s NCSolutions new buyer data integration:

  • A clearer depiction of how media dollars are tied to household spending and total product sales
  • Expanded reach to connect with new customers effectively, improving cost-per-outcome
  • Detailed granularity and business-critical view of campaign performance
  • Increased accountability and greater impact on GroupM clients’ performance-related investment

GroupM clients interested in gaining access to this new integration must work with GroupM to manage their programmatic media buying in order to begin using this solution. CPG advertisers at GroupM can contact their client leads for more information.

About GroupM 

GroupM is WPP’s media investment group and the world’s leading media investment company with a mission to shape the next media era where advertising works better for people. The company is responsible for more than $60 billion in annual media investment, as measured by the independent research bureau COMvergence. Through its global agencies Mindshare, Wavemaker, EssenceMediacom, and T&Pm, and cross-channel performance (GroupM Nexus), data (Choreograph), entertainment (GroupM Motion Entertainment) and investment solutions, GroupM leverages a unique combination of global scale, expertise, and innovation to generate sustained value for clients wherever they do business. Discover more at