Digiday reports on Day 2 of Omnicom’s four-day Cannes new series revealing eight first-to-market partnerships that will help brands unlock the power of love content, conversation, and commerce to drive brand growth.
AMAZON
Through a collaboration with Amazon, Omnicom clients have first-mover access to live data signals from Amazon Live and Thursday Night Football in Amazon Marketing Cloud (AMC), enabling insights around path-to-purchase and lifetime customer value that can inform planning, activation, optimization and measurement for client campaigns.
Specific to TNF, Amazon, Omnicom participated in a media measurement proof-of-concept exploring how longer media signal lookback windows can help inform more relevant insights with respect to live sports media investment. As part of the proof-of-concept, Amazon extended the lookback window to enable customer lifetime value insights on audiences who viewed ads shown during 2023 and 2024 Thursday Night Football seasons, allowing brands to track users from first ad exposure through to purchase—and repeat purchase—associated with TNF investment.
“Live sports and live television was historically measured on things like GRPs, and we didn’t have the measurability that we have now. So not only can we look at reach and frequency of holistic video, inclusive of Thursday night football, but now we could also look beyond reach, beyond frequency, to beyond sales to customer value.” Megan Pagliuca, Chief Product Officer, Omnicom Media Group North America.
“This integration takes the guesswork out of live shopping’s value, enabling more informed decision-making and improved campaign performance. With Amazon Live signals in AMC, advertisers can now more clearly see how their live shopping marketing efforts drive measurable full-funnel results.” Paula Despins, VP Measurement, Amazon Ads.
“The enhanced availability of Amazon Live data in AMC allows us to connect our Amazon Live events to business performance, and provides us with a more complete picture of customer journey and lifetime value, while also enabling a greater understanding of our customers that goes beyond the transactional to behavioral and cultural insights.” Meghan Signalness, Global Head of Media, Marketing Planning & Operations, Philips.
META
Two new solutions from Omnicom crack the code for leveraging creator-led livestreaming to drive brand growth. The first enhances influencer discovery by integrating audience insights and livestream signals into the selection process. The second is a Facebook Live Partnership Ads capability—featuring clean room-based measurement—that boost the power of a creator’s live influence. These solutions are powered by two key innovations piloted by OMG with Meta’s support: The Omni Influencer Discovery Agent that can identify creators who over-index with target audiences and are actively livestreaming on Meta; and first mover access to Facebook Live Partnership Ads that allows brands to feature a creator’s name in live content and promote those streams in real time.
“From a discovery perspective, how we can look at these influencers and really find those kind of next niche and rising [influencers] using our audience data is a very, very important piece for us. This is a game changing application because of that scale of meta and how granular we can be with our data. Now it’s really something that will dramatically improve how our influencer offering represents those the talent across the spectrum.” Kevin Blazaitis, US president of OMG’s Creo Influencer Agency.
“With these new solutions, we’re able to scale [the] impact while gaining clearer insights into how live commerce drives our business outcomes.” Faith Lim, ASEAN Digital and Media Lead, Philips.
“It’s fantastic to see how Omnicom are tying together a number of our advanced products with a new system they are piloting with support from Meta. We’re excited to see how Omnicom’s innovations will drive even greater advertiser performance.” Dave Dugan, VP, Global Clients and Agencies, Meta.