Omnicom Media and Paramount+ Partner on Dynamic Fixed Ad Units in the Streamer’s Premieres

Digiday reports that Day 3 of Omnicom Media's four-day Cannes Lions news series introduces a first-mover partnership with Paramount+ that further advances Omnicom Media's strategy of connecting brand content with platform programming, viewing experiences and consumer expectations. The collaboration gives Omnicom Media clients first access to Paramount+'s new Dynamic Streaming Fixed Units, which use Omnicom's Omni operating platform, Acxiom audience intelligence and creative capabilities from Omnicom Production to deliver personalized, sequential storytelling throughout Paramount+ premiere-week programming. By adapting creative to different audience segments and evolving messaging across binge-viewing sessions, the solution helps brands reduce ad fatigue and create more relevant consumer experiences. Princess Cruises is the first advertiser to beta test the capability, which launches in the U.S. in the third quarter before expanding internationally next year.

"The real power here is … these huge moments where we get millions of people watching at once is a horrible thing to waste by carving it up into one-by-one impressions." Leo O'Connor, EVP, Paramount Advertising

"One of the biggest constraints with something like this is, the client might say, 'This is an amazing shared cultural experience, but I only have one ad, one asset. Now we know we can build on that, and that might be through the lens of creative curiosity, brand affiliation, consumer journey, transactional approaches, depending on what client and what vertical." Alissa Hansen, CEO, Omnicom Production North America

"We have been chasing relevance and creative storytelling at scale in streaming environments for years. What makes this approach compelling is the ability to turn a high-impact premiere placement into the beginning of a connected, multiple exposure consumer journey. It creates the potential for us to more intentionally and effectively engage our target audience and make each impression more purposeful." Nick Charrow, Director of Media, Princess Cruises

Read the full story in Digiday