Omnicom Media

At Possible, Omnicom Media Chief Intelligence Officer Joanna O'Connell was a featured guest at the Digiday studio, joining senior editor Michael Burgi to discuss the consumer and brand side impacts of AI, offering a clear-eyed explanation - from a consumer perception POV -  of the giant leap that agentic AI will take beyond just understanding LLMs. Watch the full interview here: https://lnkd.in/ee8-WPgs

Speaking to The Current for its 2026 Upfronts curtain-raiser,  six agency investment leads said this upfront cycle marks a turning point as streaming matures into a must-buy channel, driven largely by the migration of live sports and an explosion of diverse content — from premium sports rights to creators and free ad-supported platforms. The conversation has shifted from whether to invest in streaming to how to allocate dollars for maximum impact, with live sports emerging as a rare source of guaranteed mass reach in an increasingly fragmented TV landscape. Read more here: https://lnkd.in/e7WbHB-3

ADWEEK spotlights how Omnicom Media’s Creo is bringing agentic AI into the creator workflow — turning what used to be days of back-and-forth, reshoots, and edits into minutes of smart, brand-safe refinement. Powered by Google’s GeminiVeo and Nano Banana models, the tool helps identify and fix content to align with brand standards without compromising the creator’s original vision.   It’s a clear signal of where influencer marketing is headed: faster, more scalable, and built for governance from the start. As the demand for always-on content grows, innovations like this aren’t just about efficiency — they’re about unlocking more opportunities to get great work into market, at speed and at scale. Read more here: https://lnkd.in/ecEk7588

Audio is proving to be a powerful driver of real business outcomes. A new Partner Intelligence study from Omnicom Media Intelligence and iHeartMedia shows that evolving audio formats are delivering measurable impact across the funnel, from awareness to conversion. The study found a 22-point lift in unaided ad recall among in-market consumers. In contrast, host-read ads drove a 20-point increase in likelihood to purchase within a week, highlighting the influence of trusted voices and deeper listener connection. As audio grows in daily media consumption, the takeaway is clear: combining trusted voices with smart creativity helps brands drive stronger engagement and faster action. Learn more and access "Turning Volume into Value: What New Audio Innovations Mean for Advertisers" here: https://lnkd.in/dwTfZpZg

Big news from Acxiom: we’re expanding our partnership with Amazon Ads to make 10,000+ audiences directly available in Amazon DSP’s Audience Hub. With a direct API integration, advertisers in the U.S., U.K., and Germany can now activate Acxiom audiences instantly across Amazon properties and premium open internet inventory—no delays, no friction. Built on Acxiom Real ID, this unlocks faster activation, stronger match rates, and more efficient reach across channels like Prime Video, Twitch, and Amazon Music. Excited to share more at POSSIBLE next week alongside Amazon Ads. Read the full press release here: https://lnkd.in/d4PgKst3

Frequency isn’t new. But the way it needs to be managed today? Completely different. A new report from Omnicom Media Intelligence — “Why Frequency Matters: Combating Negative Reach” — takes a hard look at what’s really happening in a fragmented video landscape — and the findings are a wake-up call for marketers. Examining the phenomenon of negative reach, the report reveals how consumer frustration around repeated exposure to the same ad in a single sitting turns conversion into aversion. How can brands find the right balance between performance and experience? Read more and get access to the full report here: https://lnkd.in/eSVvtku2

Shaping a stronger programmatic marketplace takes more than technical standards — it requires industry alignment. The IAB Tech Lab’s new Programmatic Governance Council brings together buyers, sellers, platforms, and ad tech companies to create clearer rules for a complex and fragmented ecosystem. Co-chaired by OMD Chief Media Officer Ben Hovaness, the council is designed to help the industry address long-standing challenges around transparency, accountability, and supply chain efficiency through more structured collaboration. As Ben put it: “The technical component is just one piece of what’s necessary to have a vibrant, effective, efficient, trustworthy, and scaled marketplace.” With initial recommendations expected in the coming months, the council marks an important step toward reducing complexity and strengthening trust across programmatic advertising. Read the full coverage: https://lnkd.in/e6Q8rd5V

Omnicom Media has secured 102 shortlists at the 2026 Festival of Media Global Awards, underscoring the network’s scale, creativity, and impact across markets. OMD leads with 35 nominations, followed by Initiative (24), PHD (23), and UM Worldwide (14), with additional recognition across the broader Omnicom Media portfolio. OM agencies are represented across 55 campaigns, spanning 33 categories and 20 markets, highlighting the depth and diversity of our global capabilities. Among the most recognized work, OMD’s ‘Love Creep’ (New Zealand) and ‘The Impossible Sauce’ (Spain) each earned four spots on the shortlist. These campaigns exemplify how culturally resonant, insight-driven media can drive both meaningful engagement and measurable business outcomes. This year’s shortlist reflects the power of collaboration, innovation, and strategic excellence across our network. The Festival of Media Global Awards set the benchmark for media excellence worldwide, and our agencies' recognition at this level reflects their outstanding achievement. Winners will be announced on June 11. Read more here: https://lnkd.in/ebuDr_H7 #OmnicomMedia #FestivalOfMedia #MediaExcellence #Innovation #OMD #PHD #Initiative #UM

Another category leader. Another vote of confidence in the power of connected media. Omnicom Media has been named the global media agency of record for IBM, expanding our previous EMEA relationship to include the Americas, APAC, and Japan. This win reflects broader momentum in the market, where leading brands are choosing to deepen and extend their relationships with Omnicom Media to unlock growth in an increasingly complex landscape. From Delta to IBM, the pattern is clear: clients are consolidating around a partner designed for growth, translating industry-leading advantages in scale, data, identity, commerce, and talent into measurable business outcomes. As we look ahead to a record-setting pitch cycle, we’re energized by the trust being placed in our teams — and focused on delivering the advantage our clients need to win. Read more here: https://lnkd.in/eZ-hEprv

As reported today by Ad Age, Omnicom Media has launched a first-to-market capability that cracks the code on one of the most persistent challenges in today’s video landscape: frequency management.   With streaming now representing nearly half of total viewing time, fragmentation has made holistic frequency management extraordinarily complex. While other mass market tools have frequency capabilities, the lack of streaming partner and event level data has created a blind spot for investment that has prevented the level of reliable cross-screen frequency management needed to prevent negative reach – which occurs when exposure surpasses the optimal threshold and begins to generate frustration rather than recall.   Built in collaboration with VideoAmp and powered by an unprecedented combination of first-party streaming data, The Trade Desk’s programmatic signals and Acxiom audiences, this latest enhancement to Omni’s Video Content Cross-Screen Planner enables a more accurate, holistic view of exposure across linear and CTV - helping marketers reduce duplication, limit overexposure and unlock true incremental reach.   We want to thank our launch partners, including Amazon, AMC Networks, The Walt Disney Company, Fox Corporation, NBCUniversal, Roku, Samsung Electronics, Paramount, and more to be announced in the next few weeks for enabling the industry’s most accurate view of frequency within and across linear and CTV streaming environments.     In a fragmented ecosystem where nearly half of viewing now happens in streaming, getting frequency right has never been more critical. By bringing together partners, data and technology in a privacy-safe way, we’re enabling smarter, more accountable investment strategies - ensuring frequency works for brands, not against them.   Get the full story here: https://lnkd.in/e-8r8qiH