Omnicom and Disney launch streaming ad tool to reduce repetitive commercials

Product / Tech
โดย Seeking Alpha·Read original
Summary · why it matters

Omnicom Media and Disney Advertising have launched a connected TV advertising solution that allows brands to deliver sequential ads across streaming platforms, seeking to reduce repetitive commercials and improve audience engagement. The tool combines Disney's audience data and streaming inventory with Omnicom's Acxiom identity capabilities and Innovid's creative sequencing technology to serve different advertisements from the same brand based on a viewer's prior exposure during a streaming session. The system can be used across both video-on-demand programming and live sports and entertainment content, enabling advertisers to build campaigns that unfold over multiple ad exposures rather than repeatedly showing the same commercial. For video-on-demand campaigns, Disney Advertising will use artificial intelligence and machine learning to analyze program content and help align advertising messages with viewing context. Advertisers will be able to measure campaign performance using Omnicom's Omni Video Content tool, which tracks metrics including engagement, reach, frequency and business outcomes. The capability is currently available in the United States, with launches planned in Europe later this year and Latin America thereafter.

Impact on stocks 2

Communication Services▲ · 2 stocks
Omnicom Group Inc
OMC
▲ PositiveTechnologyrelevance

Omnicom co-launches a new ad tool integrating its Acxiom identity and Omni measurement, strengthening its ad-tech offering.

Walt Disney Company
DIS
▲ PositiveDemandrelevance

Disney's streaming ad tool enhances its ad inventory value, potentially increasing advertiser demand for its platforms.

Theme Impact 2

Off-coverage companies 2

Innovid Corp.Private▲ Positive
Technologyrelevance

Innovid's creative sequencing technology is integrated into the tool, showcasing its ad-tech capabilities.

AcxiomPrivate▲ Positive
Demandrelevance

Acxiom's identity capabilities are a key component of the new tool, driving demand for its services.

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