Digiday reports that Day 3 of Omnicom Media’s CES news series spotlights a first-to-market collaboration with Amazon and Roku designed to solve one of advertising’s most persistent problems: excessive ad frequency across linear and streaming TV. By combining Amazon Ads’ authenticated graph, Roku’s linear and CTV viewership signals, Omnicom’s Omni intelligence, and — for the first time — Acxiom audience data, Omnicom Media can give advertisers a near–real-time, unified view of reach and frequency tied directly to conversion outcomes. The capability allows brands to optimize exposure across traditional TV and CTV within days instead of months, reducing waste, protecting brand equity, and improving the consumer experience. The partnership underscores Omnicom Media’s leadership in pioneering new collaborations that enhance brands’ influence on consumer choices by connecting media exposure more precisely to real business results in an increasingly fragmented TV landscape.
“The speed of the Roku data is a lot faster, so it will be better for the actual optimization within the Amazon DSP… when looking at AMC, we have the granular data that allows us to eliminate waste and provide a much better consumer experience.” Megan Pagliuca, Chief Product Officer at Omnicom Media North America.
“Responsible frequency management is critical to both performance and brand stewardship. When we can see total exposures across linear and streaming and link that exposure to outcomes, we’re better equipped to calibrate investment, build and protect brand equity and drive incremental growth.” Caitlin Coburn Winsor, Media Lead at PepsiCo Beverages US.
“You have a business that has been built on leveraging Acxiom as a true differentiator, and then this Omni piece that has these different integration points with partners, and I think the combination is going to be very strong. Seeing that in [near] real time in getting this data to hands on keyboards to build out optimization plans for clients, is building pretty quick muscle for us.” David Mataranglo, US CEO of Kinesso.