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Omnicom Media Named Global Media Agency for IBM
Omnicom Media, an Omnicom (OMC) Connected Capability, announced it will be named global media agency of record for IBM (IBM) following a competitive review. The appointment includes media planning and buying responsibilities across the Americas, EMEA, Japan and APAC regions. The decision expands an existing relationship between IBM and Omnicom Media in EMEA, awarded in January 2025.
Omnicom and NBCUniversal Co-Develop New CTV Advertising Solution
Omnicom Media (OMC) and NBCUniversal (CMCSA) have co-developed a new solution to bring greater contextual intelligence and creative relevance to CTV advertising. The initiative combines audience and performance data from Omnicom's Acxiom identity solution with NBCUniversal's contextual signals to power Dynamic Contextual Content, a new approach to CTV advertising that aligns tailored creative messaging with specific episodes and environments in-flight. The initiative is designed to help brands develop adaptive creative experiences tailored to how consumers engage with streaming content in real time. By pairing contextual signals with AI-powered creative production and optimization, the companies are creating a more intelligent, self-optimizing CTV system that enables brands to rethink how creative performance is measured and delivered.
Omnicom and Disney Advertising Launch New CTV Advertising Solution
Omnicom Media (OMC) and Disney Advertising (DIS) are collaborating on a new CTV advertising solution - powered by Innovid, and enabled by Omnicom - that can "trigger dynamic delivery of new advertising content in both video on demand and live sports & entertainment experiences that both reduces ad repetition and improves personalization." "Omnicom Media and Disney Advertising are helping brands get better outcomes from their investment in premium streaming content and live sports & entertainment," said Omnicom Media Chief Product Officer Megan Pagliuca. "Instead of the risk of consumers seeing the same message over and over, advertisers can now move beyond the repetitive cycle with dynamic delivery of sequential storytelling that advances the customer journey."
Omnicom Partners with Netflix to Launch AI Advertising Technology
Omnicom Media (OMC) and Netflix (NFLX) announced a new collaboration that combines Omnicom's Media Group's Acxiom audience intelligence with Netflix's AI-powered advertising technology to help brands deliver more engaging and personally relevant advertising experiences on Netflix. Clients will be able to use Netflix's AI-enabled ad format, which marries advertisers' creative with the shows, films, and worlds Netflix members love, with Acxiom insights to create, optimize, and measure campaigns tailored to viewers' habits. Consumers have made it clear that relevance drives engagement, particularly in premium streaming environments where expectations for the viewing experience are exceptionally high," said Megan Pagliuca, Chief Product Officer, Omnicom Media. "This collaboration with Netflix creates an enhanced framework for how brands can connect audience intelligence with creative transformation in real time. By bringing these capabilities together, we are enabling brands to deliver advertising that feels more connected to the moments in which viewers are already highly engaged." Under the collaboration, Omnicom Media will provide advertiser-defined Acxiom audience segments alongside a brand brief. Netflix then applies those audience segments with its proprietary AI engines and LLM-enabled technology to fuse relevant Netflix titles with assets produced by the Omnicom Production content engine to build a highly personalized and engaging ad for members. This allows advertisers to show up in ways that feel natural and to build multiple iterations of a single ad. In addition to expanded relevance and personalization, the collaboration provides advertisers with closed-loop first-party measurement capabilities to better understand campaign effectiveness and performance across audiences, format variants, and content environments.
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