OMG first to market with Meta measurement

By AdNews | 8 December 2023
Credit: Anthony Da Cruz

Omnicom Media Group's Annalect has closed a deal in Australia with Meta to use Advanced Analytics (AA), a privacy-focused measurement solution.

Omnicom is the first holding company to get access to AA.  

The group has been making swift moves lately to lock in data. OMG last month announced a partnership with Foxtel Media to unlock the power of the viewing data captured through more than one million Foxtel set-top boxes.

In the latest partnership, Meta's AA allows advertisers to combine first-party data with Meta’s ads data, offering the flexibility to leverage bespoke insights to fine-tune campaigns.

This allows advertisers to extract data such as audience overlap between brand and direct response campaigns.

The attribution models are fully integrated and delivered via Omni,  the end to-end marketing operating system that supports all Omnicom agencies.

To-date, 14 Omnicom clients across Australia have been onboarded to AA, including a range of leading global FMCG brands.

Measurement has traditionally been a challenge for the category. In a trial for closed-loop measurement capability, one global brand saw attributed conversions increase by four times across more than 15 touchpoints.

“By enabling next-level visibility in a privacy-safe manner, this collaboration enables Omnicom Media Group’s clients to more effectively distil data into insights and action, giving them — and our agencies — a significant edge over their competitors in today’s challenging marketplace," says  Annalect Australia’s COO, Schalk van der Sandt. 

Carl McLean, Head of Marketing Science, Meta ANZ, says it’s great to see measurement capabilities that create value for advertisers, while also being built with privacy.

"This offering will unlock new ways for the OMG network to understand the levers that truly drive performance and demonstrate where Meta can help to drive growth that lasts for our clients and partners,” says McLean. 

Following the Australia launch, Annalect and Meta expect to expand the collaboration to other markets across the Asia Pacific region. 


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