Omnicom Media and Disney Advertising Collaborate to Enable Sequential Ads in Streaming

As reported by Digiday, Day 2 of Omnicom Media's four-day Cannes Lions news series highlighted a new collaboration with Disney Advertising that advances the company's strategy of connecting brand content to platform programming, viewing experiences and consumer expectations. Already live in the U.S. and expanding to Europe and Latin America later this year, the solution combines Disney's identity graph, Acxiom's identity capabilities, Omni's measurement platform and Innovid's creative sequencing technology to replace repetitive streaming ads with dynamic, personalized storytelling across both video-on-demand and live programming. Enabled by multi-party clean room measurement, the capability allows advertisers including The Home Depot and State Farm to deliver coordinated creative that evolves throughout a viewing session while generating insights that help Omnicom Production optimize future creative, addressing consumer frustration with repetitive ads and improving both advertising effectiveness and the streaming experience.

"As streaming technology continues to advance, brands have new opportunities to tell stories that evolve with each impression. Rather than delivering the same message repeatedly, advertisers can use each exposure to build on a narrative, introduce new ideas, and deepen consumer engagement. That's a fundamentally more powerful approach to storytelling and one that creates more value for both consumers and marketers." Jamie Power, SVP, Addressable Sales, Disney Advertising

"Live sports and entertainment create some of the most emotionally engaged moments in media today. This solution gives brands the ability to respond to those moments in ways that feel authentic, relevant, and aligned with how audiences are feeling in real time." Allison Kolber, VP Marketing, The Home Depot

Read the full story in Digiday