{"id":24972,"date":"2026-06-19T04:12:17","date_gmt":"2026-06-19T04:12:17","guid":{"rendered":"https:\/\/globalnewstoday.uk\/index.php\/2026\/06\/19\/omnicom-media-rolls-out-research-showing-the-need-for-ctv-advertising-to-change-its-ways-digiday\/"},"modified":"2026-06-19T04:12:17","modified_gmt":"2026-06-19T04:12:17","slug":"omnicom-media-rolls-out-research-showing-the-need-for-ctv-advertising-to-change-its-ways-digiday","status":"publish","type":"post","link":"https:\/\/globalnewstoday.uk\/index.php\/2026\/06\/19\/omnicom-media-rolls-out-research-showing-the-need-for-ctv-advertising-to-change-its-ways-digiday\/","title":{"rendered":"Omnicom Media rolls out research showing the need for CTV advertising to change its ways – Digiday"},"content":{"rendered":"

Digiday covers the latest from marketing and media at the annual Cannes Lions International Festival of Creativity. More from the series →<\/a>
Have you ever binge-watched a show on a streamer that carries advertising, only to see the same unskippable ad over and over again \u2014 to the point where you swear you\u2019ll never buy that product because they\u2019ve hounded you and interrupted your content experience? 
Omnicom, via its Omnicom Media and Omnicom Production arms, plans to tackle not only this frequency problem, it\u2019s also trying to bring a greater degree of contextual relevance to the advertising\u00a0 \u2014 rather, content \u2014 it is creating, planning and activating on behalf of several clients.\u00a0
Digiday will cover several partnerships the holding company will announce at Cannes Lions next week, but today\u2019s story delves into the research out of Omnicom Media Intelligence that underpins the approach. 
Joanna O\u2019Connell<\/a>, Omnicom Media\u2019s chief intelligence officer, explained the thinking and conclusions behind the report, called \u201cConnected Content: The Force Multiplier for Maximizing Brand Influence<\/a>,\u201d which canvassed consumers of CTV content to find, unsurprisingly, that they hate seeing the same ad again, but that they generally don\u2019t mind ads that are relevant to them (as in personalized) and relevant to the content they\u2019re watching. 
\u201cThis was born out of our genuine enthusiasm to try and pull media and creative together, because as Omnicom we can,\u201d said O\u2019Connell. “And tell a story about about how content needs to be developed and deployed in this modern world of media fragmentation, of divided and declining attention, of ad fatigue and frustration. So that’s what we set out to do.\u201d
What the research found were telling stats like: 
While some of that feels somewhat obvious, it\u2019s the codification of it that can usher in a new way of approaching the marketing messages that appear in programs, be they live or pre-made. O\u2019Connell explained the era of the 30-second hero spot has come and gone, with fragmentation, binge watching, complexity in how ads are bought and sold, and other factors. 
What followed, to O\u2019Connell\u2019s thinking, made the problem worse. \u201cI remember this over rotation toward audience, the obsession with audience, and the whole industry forgot about content and the halo effect of being near content \u2014 the contextual value of the environment where the ad is appearing,\u201d she explained. \u201cThrough all of that from a production standpoint, the hero asset just kind of being kind of atomized to fill all these new spaces. And it was being optimized against these real-time KPI\/click\/vanity metrics.\u201d
Megan Pagliuca, chief product officer for Omnicom Media North America, said the industry as a whole needs to adapt its thinking. \u201cAudience is important, but also context is important,\u201d she said. \u201cIf you think of the challenge in our industry overall, we almost over-index to audience, and then weren’t thinking about the context. We’ve always had this balance that we think about, the audience and the audience graph, and then the inventory and the inventory graph, and the granularity on both sides. We think the contextual and the inventory data is just as important, but it’s not as talked about as much as audience data.\u201d
So what should Omnicom and other agencies be thinking when trying to make the ad experience better on streaming and CTV outlets? Advertising \u201cneeds to fit the environment that it lives in, and the environment that the consumer lives in \u2014 their mindset, their head state,\u201d she said. \u201cTo do that, though, you need to be thinking both about the content itself, and about the platform and the context \u2014 and you need to be thinking about delivery, timing, placement, frequency, all that stuff.
\u201cIt’s a conceptual framework that sounds pretty obvious and understandable,\u201d she continued, \u201cbut this is not how kind of content at scale models work.\u201d
Which is why Omnicom\u2019s research suggested six recommendations: 
It all essentially boils down to this, said O\u2019Connell: \u201cEvery opportunity that you have to serve an ad should be augmenting \u2014 not interruptive, not disruptive, not highly repetitive \u2014 but augmenting\u201d the viewer experience. 
The Media Machine extends what Stagwell built with The Machine, which formally launched in January.
Marketers are nervous about agentic media buying. WPP is betting governance is the answer.\u00a0
Yahoo positioning itself as an alternative to the industry\u2019s emerging black boxes as part of a 23-partner network.
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source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Digiday covers the latest from marketing and media at the annual Cannes Lions International Festival of Creativity. More from the series →Have you ever binge-watched a show on a streamer that carries advertising, only to see the same unskippable ad over and over again \u2014 to the point where you swear you\u2019ll never buy that […]<\/p>\n","protected":false},"author":1,"featured_media":24973,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[],"class_list":["post-24972","post","type-post","status-publish","format-standard","has-post-thumbnail","category-science"],"_links":{"self":[{"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/posts\/24972","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/comments?post=24972"}],"version-history":[{"count":0,"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/posts\/24972\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/media\/24973"}],"wp:attachment":[{"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/media?parent=24972"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/categories?post=24972"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/globalnewstoday.uk\/index.php\/wp-json\/wp\/v2\/tags?post=24972"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}