At the 2024 Cannes Lions International Festival of Creativity, Omnicom Media Group (OMG) unveiled a significant expansion of its media and data capabilities, solidifying its position as a leader in performance marketing through a series of high-profile platform partnerships. These collaborations are designed to deliver more precise, real-time audience targeting across diverse environments, including livestreaming, sports media, retail, and commerce.
OMG’s partnerships with leading digital giants such as X (formerly Twitter), Amazon, Meta, PayPal, Disney, Walmart, YouTube, and Sky Media reveal a comprehensive strategy to harness live signals and transactional data for highly measurable and outcome-focused marketing campaigns. For example, the collaboration with X leverages the platform’s real-time trend signals alongside Omnicom’s proprietary audience and influencer data to alert brands to category-relevant trends and enable targeted engagement through live content and influencer activations.
Amazon’s partnership grants OMG clients early access to Amazon Live signals and Thursday Night Football data via Amazon Marketing Cloud, allowing brands to track customer journeys from ad exposure to repeat purchases. This builds on successful beta tests involving Amazon Publisher Cloud and Amazon Prime Video campaigns, enabling planning teams to tie media investment directly to consumer shopping behavior.
Meta supports OMG with two distinct livestreaming solutions that enhance influencer discovery and amplify real-time creator influence on Facebook Live. These solutions incorporate Meta’s audience and livestream signals with OMG’s influencer data to drive measurable brand impact in a key growth area.
PayPal and Omnicom have integrated cross-merchant transactional data with streaming TV inventory, using demand-side platforms to enable clients to bid on live and recorded content based on purchase behavior. This capability reflects a burgeoning trend toward using deep consumer purchase data for precise audience targeting.
In the sports and entertainment sector, partnerships with Disney and Sky Media enable real-time ad bidding during live sports moments, aligning brand messaging with high-attention periods such as overtime or tie-breakers. Working with The Trade Desk, OMG has also launched ‘Sports Surge’ for programmatic access to live sports inventory through Sky Media’s private marketplace, further sharpening targeting precision during key in-match moments.
Walmart Connect’s integration into OMG’s data platform allows cross-screen planning using Walmart’s extensive audience data, marking the first agency holding company partnership with Walmart and providing strategic and commercial benefits across Omnicom’s network.
YouTube’s collaboration gives OMG clients enhanced access to high-traffic livestream content spanning sports, gaming, shopping, and entertainment. This move separates live inventory from bundled packages, ushering in tailored strategies initially through a beta test in the US.
These partnerships complement OMG’s broader e-commerce initiatives with industry players like Instacart and Kroger, reflecting the increasing importance of retail media networks that supply first-party shopper data to refine digital advertising strategies.
OMG’s comprehensive suite of partnerships comes on the heels of a remarkable Cannes Lions showing, where its agency OMD Worldwide was named Media Network of the Year for 2024. The group earned the highest combined total of Lions awards and shortlist placements, with sister agency PHD finishing second. Notable campaigns from OMG agencies, including award-winning work for CeraVe, PepsiCo, IKEA, Mercedes-Benz, Apple, and McDonald’s, underscore the creative expertise underpinning its performance marketing leadership.
Overall, Omnicom Media Group’s strengthened capability set and strategic partnerships showcased at Cannes position it at the forefront of the evolving media landscape. By combining real-time data, sophisticated audience insights, and cutting-edge programmatic tools, OMG seeks to offer brands unprecedented precision and accountability in their marketing investments across livestreaming, commerce, retail, and live sports environments.
Source: Noah Wire Services
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