Digiday reports on the final announcement from 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.
Omnicom Media Group has secured first-to-market access to a solution that allows brands to create live-specific strategies on YouTube.
Historically, live inventory on YouTube was packaged as part of a broader media buy, preventing teams from creating Live-specific strategies. Additionally, in the case where teams planned to invest in a creator livestreaming, there was no ability to identify those creators who livestream with scaled audiences accurately. This solution includes two unique capabilities, allowing clients to (1) access unique signals for influencer discovery based on top-performing live stream creators, and (2) specifically target livestreams on YouTube.
“Any marketer not asking their media agency for a live investment strategy is already behind.” Megan Pagliuca, Chief Product Officer, OMG North America.
“In the fast-paced world of live streaming, relevancy is key. This capability ensures our brand messaging is timely and impactful, delivering the real-time relevance our customers expect while reaching our audience when they’re most engaged.” Sandra Kirkpatrick, Senior Marketing Director at Barcel USA, the Snack Division of Grupo Bimbo.
“Our creators aren’t just broadcasting; they’re conversing, reacting, and building communities in the moment. For advertisers, this means an unparalleled opportunity to place your brand not just next to content, but within highly interactive experiences on the platform.” Romana Pawar, Senior Director of Product Management for YouTube Ads.