The media services branch of Omnicom Group INC, Omnicom Media Group (OMG), and NBCUniversal have partnered to provide program-level at-scale reporting for the network’s streaming platforms. This first-to-market capability makes use of NBCUniversal’s privacy-conscious clean room technology, NBCUnified Access (formerly known as Audience Insights Hub). It gives five advertisers visibility into where their ads are delivered and whether the content is consistent with their brand. Media buys for CTV do not yet have access to this information, which is crucial for spending decisions.
Omnicom Media Group’s call for new standards
OMG has made a request for additional guidelines pertaining to social, retail, programmatic, and CTV media. By using this capacity, NBCUniversal is meeting important objectives outlined in the CTV guidelines that OMG’s Council of Accountability and Standards in Advertising (CASA) released in 2021. The informal cooperation between OMG agencies, media partners, and clients proposed these new guidelines. It is dedicated to improving transparency and quality control for advertisers across social, SSP, retail, and CTV platforms. By partnering with top streaming companies like NBCUniversal, CASA is enabling capabilities that will increase category growth by improving the ROI and security of CTV as an investment for marketers.
What is CASA?
The goal of CASA is to empower buyers through the definition of key advertising rights and the advancement of the capabilities of corresponding media owners. This will improve buyer control, seller transparency, and brand safety for advertisers across expanding media channels. It also holds partners responsible, and this week’s release is the outcome of talks with CASA participants that lasted three years.
New proposed rubrics for at-scale reporting
CASA is driving breakthroughs in seller transparency and advertiser control across social, SSP, retail, and CTV channels, as highlighted in several OMG reports published during Advertising Week. A first set of rubrics covering the rights of advertisers and the remedies of social media companies covers social media advertising. According to OMG, the CASA program has collaborated with eight social media networks.
Additionally, OMG announced a proposed set of guidelines for supply side platforms (SSP) in programmatic advertising buys. OMG developed these guidelines in response to a recent analysis from the Association of National Advertisers. It detailed the $13 billion worth of “Made-for-Advertising” or MFA websites
For retail media, OMG released a third set of suggested guidelines. They created it for addressing the meaningful ways that upper funnel channels like CTV can boost sales.
The CTV industry has received a fourth set of guidelines, and the council is now interacting with seven streaming networks and six OEMs/devices. 90% of all CTV is purchased programmatically through them. One or more pillars are fully activated at this point, and two or more pillars will activate soon.
Here’s what they said
Kelly Metz, OMG Managing Director for Advanced TV said,
Connected Television is rapidly becoming the primary channel for consuming long-form video, surpassing time spent watching traditional broadcast and cable television – yet its growth as an advertising medium has been hampered by its inability to provide the same level of control, transparency and safety for brands as its traditional counterparts. For that reason, NBCUniversal’s program level reporting capability is a game changer. Not only will it have transformative impact on planning and buying across NBCUniversal’s streaming properties – it also marks a watershed moment for the category by changing the CTV investment conversation from buying the audience for the platform to buying the audience for the content.
Dominick Vangeli, NBCUniversal SVP/General Manager for Advanced Advertising & Partnerships stated,
The future of streaming depends on media owners standing behind the value of their content. And at NBCUniversal we fully stand behind our content and believe that brand safety and quality are inextricably linked, which is why we are creating this new capability in partnership with OMG.
Omnicom plans to announce several e-commerce-related partnerships with major retail players during the Cannes Lions festival. Recently, the agency holding company struck its first strategic agency partnership with Walmart Connect.
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Cross-screen Planning it is!
Walmart Connect, a closed-loop omnichannel media business offers advertisers an opportunity to reach Walmart shoppers on Walmart’s site and app, across its physical locations, and on the web. The first strategic agreement lets all Omnicom agencies execute cross-screen planning against Walmart audiences in the Omni marketing orchestration platform. Planners can identify the domains, apps, and screens with the most effective reach and cost for Walmart audiences. Using the Omni ID, they can push advertisers’ first-party data to the Walmart DSP where it combines with Walmart audiences.
The retail giant is building a platform to leverage the scale of Walmart’s first-party data and strong customer relationships to help marketers deliver strong ROI in an increasingly fragmented environment. Walmart Executive Vice President and Chief Revenue Officer Seth Dallaire said.
“Our partnership with Omnicom illustrates Walmart Connect’s focus on driving growth, improving product capabilities, and educating the industry on the role retail media platforms have in delivering measurable solutions that connect clients with omnichannel shoppers.”
The access to the WalmartDSP and within Omni will allow optimizing supply paths as well as inventory planning that will increase the investment efficiency for OMG clients. As quoted by Digiday, Megan Pagliuca, Chief Activation Officer, Omnicom Media Group said,
“We can take client first-party data, push it via the Omni ID into the Walmart DSP, then plan the right inventory paths to execute against. Having Walmart be a part of our planning capabilities gives a significant benefit to our CPG advertisers. And that is particularly powerful for the non-endemics because we can both use Walmart data, and then optimize towards other outcomes rather than in-store measurement.”
Another potential benefit of the deal is the ability to connect Walmart’s in-store TV network in its 4,700 stores to Omnicom’s programmatic OOH practice. Dallaire told Digiday,
“Omnicom has been leading the way in terms of that programmatic out-of-home space. So I see that as being a really interesting and fun area for us to collaborate.”
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Data, the oil to the e-Commerce vehicle
Omnicom making its second of a series of deals, at this week’s Cannes Lions Festival of Creativity. The agency holding company announced a strategic partnership with e-commerce player Instacart which involves sharing data and new measurement capabilities that can more directly tie sales to TV advertising.
Instacart is building a roadmap to working within the clean room infrastructure of Omni – Omnicom’s open operating system which orchestrates better outcomes for clients across the entire consumer purchasing journey. The Omni clean room allows access to previously built partnerships with NBCU & Disney for planning and measurement.
Instacart has the full insight of the sales data – right from customers searching through checkout – across different touchpoints. Instacart provides CPG brands with aggregated, anonymized, and retailer-agnostic data insights across the entire Instacart app that allows advertisers to better understand their customers’ online buying habits.
The partnership advances OMG’s goal of providing brand executives with a holistic view of media investments, allowing them to prove the effectiveness and value of advertising. Ryan Mayward, Vice President of Ad Sales at Instacart explained,
“For example, in the future, a home cleaning supply brand can better understand how its ads on Hulu drove purchase of its products on Instacart.
We can also dive deep on basket analysis and content consumption trends with Omnicom to help that brand understand which products resonate most with audiences. Our vision is to equip CPG brands with the data and shopping insights they need to better understand their business and identify growth opportunities.”
Summing up the collaboration on insights and measurement, Officer Megan Pagliuca said,
“Omnicom and Instacart can help brands transform top-of-funnel, brand-building marketing channels to outcomes-based media.”
On the series of e-Commerce moves, Omnicom eCommerce CEO Frank Kochenash concluded that each collaboration offers unique capabilities to connected commerce which will benefit the client investment across all mediums.
Omnicom Media Group’s data and analytics division, Annalect, has launched Video Creative Intel. It would allow an advertiser to determine whether including a human would enhance a creative asset The Video Creative Intel helps marketers identify which creatives are most effective before they launch campaigns.
How exactly does Video Creative Intel help?
Retailers, for example, need to advertise a new promotion in a short timeframe and ensure their creative hits the mark with target audiences. Nevertheless, it does not have the time to carry out qualitative research and does not have the money to run ads that don’t work. Annalect’s Video Creative Intel tool, developed by Omnicom Group’s data and analytics division, will be leveraged. Annalect’s machine learning and artificial intelligence tool draw on data from its proprietary datasets, Google’s data, and the client’s own metrics. The chief experience officer of Analect, Clarissa Season told Adweek,
“As pieces of creative are running in the market, you can start to understand when a piece of creative is starting to wear out when you need to change the creative video.”
As reported by Adweek, Annalect has tested the tool with seasonal retailers and entertainment clients. Using the tool, clients found the need for their branding and moreover include both audio and visual. Another finding was to introduce humans earlier in the creative. A partnership with Google provides Annalect with access to Google’s creative intelligence data, which is an important component of these data insights.
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In partnership with Google
The current insights are based on the performance of video assets on YouTube. In addition, Annalect is testing the tool’s predictive capability for non-video digital assets A pilot test has already proven that the tool can be used to showcase creative works on connected TVs.
Annalect’s new tool is different from many other holding companies’ predictive ad tech tools because it focuses on optimizing creative, instead of media formats. Jay Pattisall, principal analyst at Forrester told Adweek,
“The audience-first approach to using data to create audiences was something not being used inside the creative agencies. In the last two years, they’ve worked very hard in terms of catching up in data maturity and data literacy to media counterparts.”
The Video Creative Intel platform puts together data from Omnicom and Google to provide a broader view of the market than other Adtech-based creative services available. This can be a huge advantage for advertisers who utilize their dollars more effectively.
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