Alissa Hansen.
Omnicom Media is revealing a series of partnerships and collaborations that it will roll out over the course of Cannes Lions.
“There’s been placements in CTV streaming for quite some time, but what there hasn’t been relevant contextual content to feed those spaces and places. We are no longer breaking the bubble,” said Omnicom Production CEO Alissa Hansen.
“We’re keeping them engaged in the entertainment experience, and they’re now starting to digest the content as well as the advertising within sort of that same breath.”
This year’s theme, as uncovered by research its Intelligence unit conducted (with the help of Omnicom Production), revolves around improving the consumer experience of advertising in streaming and CTV content.
The first partnership is with Netflix, bringing together Acxiom audience intelligence, Omni’s operating platform and Omnicom Production’s AI-powered creative capabilities with the Netflix Ads Suite to deliver more relevant advertising within streaming content.
“What stood out for us is the ability to align creative with the content environment in a way that feels natural and personalized, while still maintaining speed to market and brand consistency at scale,” said Bimbo Bakeries VP of marketing, Catherine Berger.
The partnership is already live in the U.S. with global expansion planned by year-end.
“Since launching the Netflix Ads Suite, we’ve been committed to reimagining what advertising performance looks like. We can deliver ads that are as compelling as the [Netflix] titles they surround,” said Netflix vp of ads product, Jon Whitticom.
“For Omnicom clients, this offers creative that doesn’t just capture attention — it drives outcomes. That’s the power of bringing creativity, media, data, and AI together on one service.”
Omnicom Media chief product officer, Megan Pagliuca, said they very much nailed this process, which is not easy to do.
"Of really understanding a consumer and market problem, and then building an innovation with partners to address it – having Acxiom data to help identify the audiences with Netflix has made a big difference," said Pagliuca.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.