As reported today in by AdAge’s Emerging Technology column, Omnicom Media has launched a first-to-market video content planning capability that enables investment to more precisely manage frequency within and across linear and CTV environments.
Developed in collaboration with VideoAmp, the new capability – the latest enhancement to OM’s Video Content Cross-Screen Planner – leverages VideoAmp’s STB+ACR data, The Trade Desk’s programmatic bid stream data, first party data from streaming partners, and Acxiom audience data to enable investment to more precisely manage frequency across the fragmented video ecosystem – reducing duplication and suppressing wasteful repetition within sessions, and reallocating impressions to drive incremental reach across screens.
At launch, participating streamers include Amazon, AMC, Disney, Fox, NBCU, Roku, Samsung and Paramount. Discussions are ongoing with additional potential partners looking to join ahead of this year’s upfronts.
The first-in-class solution is grounded in proprietary research from Omnicom Media – “Why Frequency Matters” – which explored the impact of negative reach, a phenomenon that occurs when ad exposure surpasses the optimal threshold and begins to generate frustration rather than recall. While other mass market tools have frequency capabilities, the lack of streaming partner and event level data has created a blind spot for investment that has prevented the level of reliable cross-screen frequency management needed to prevent negative reach.
With the addition of the streaming partners 1p data, Omnicom Media’s Video Content Cross-Screen Planner – hosted within the Omni Intelligence Platform – now houses the industry’s most robust video data asset, encompassing 45M linear HHS and 100m streaming HHS of observed/actual viewership data, supported by 1p integrations across nine streaming partners, matched to custom client audiences within Acxiom’s 2.6 billion verified global identities.
Expert’s Take: “As streaming has scaled to nearly half of total viewing time, the industry has moved faster on activation than on accountability, and frequency mismanagement is one of the clearest symptoms of that gap,” said Julie Clark, Senior VP of Diversified Markets, Media and Entertainment at IT Giant TransUnion. “Tools like this are an important step toward more coordinated frequency management in CTV, helping bring greater visibility and control to how often consumers are reached across fragmented environments.”
What Our Partners Are Saying: “Omnicom is solving one of the biggest challenges in today’s video ecosystem by bringing real transparency to frequency across fragmented viewership. By contributing our first-party data into this solution, AMC Global Media is helping enable a more complete view of how our content is consumed across the ecosystem which gives clients the ability to invest based on what people are watching, not just where.” Evan Adlman, Executive Vice President of Commercial Sales & Revenue Operations, AMC Networks
“As streaming scales, the need to balance reach and effectiveness becomes table stakes and our collaboration with Omnicom introduces greater transparency and accuracy to campaign management. By working with Omnicom Media to integrate insights across linear and CTV, we’re committed to helping marketers manage campaigns in a way that’s not only more precise, but more impactful. This is about giving advertisers greater control and clarity, so every impression works harder to drive meaningful outcomes across screens while preserving the high-quality ad experience that consumers expect from Disney.” Dana McGraw, SVP of Data and Measurement Science, Disney Advertising
“Advertisers have been looking for a reliable way to manage frequency across streaming, and Roku’s participation in this capability delivers exactly that. Our aggregated platform data gives Omnicom’s clients unprecedented visibility into how their campaigns are performing on Roku and across the broader streaming ecosystem. This partnership ensures brands can invest in streaming with confidence, knowing they’re reaching the right audiences at the right frequency to drive real business impact.” Sal Candela, VP of Global Agency Partnerships, Roku
At Samsung Ads, we’re proud to be one of the first OEMs to integrate our consumer consented, first-party CTV data into an advanced planning platform. Device-level data sets unlock a new level of accuracy for advertisers, and Omnicom’s unified planning approach gives brands the ability to understand and engage audiences across screens with more confidence than ever.” Eldad Persky, Senior Vice President, Global Product, Engineering and Business Development, Samsung Electronics
“Modern advertising requires a shift from ‘buying spots’ to ‘managing signals.’ We are proud to be part of this collaboration with Omnicom, Acxiom, VideoAmp and The Trade Desk, representing the future of the Upfronts—one that elevates the viewer journey while maximizing working media. This isn’t just about reducing fatigue; it’s about ensuring every dollar is working toward incremental growth, not just redundant exposure.” Anders Mortensen, Chief Revenue Officer, The Trade Desk
“This latest collaboration with Omnicom Media and some of the most important streaming platforms in the market is a testament to what’s possible when the industry commits to real data sharing and transparency. Negative reach is one of the most underappreciated risks in video, and the infrastructure VideoAmp has created is purpose-built to correct for it across screens, enabling smarter, more advanced media transactions and performance at scale.” Tony Fagan, CEO, VideoAmp